Roku (NASDAQ:ROKU) saw a steep decline of nearly 20% on Friday following the streaming service provider’s announcement of a first-quarter loss projection that surpassed expectations. Roku faces intensifying competition from industry heavyweights like Netflix (NASDAQ:NFLX) and Amazon (NASDAQ:AMZN) in the battle for advertising revenue.
The influx of streaming giants into an already crowded advertising space has significantly pressured Roku’s business. Additionally, the shift in consumer preferences from smart devices to smart televisions has dampened demand for Roku’s devices, further exacerbating the company’s challenges.
Analyst Michael Nathanson from MoffettNathanson remarked, “Roku is at the precipice of being squeezed by the emergence of challengers on all flanks.” This sentiment reflects the growing threat posed by competitors to Roku’s market position.
Roku’s shares, which more than doubled last year, are now facing a potential loss of $2.6 billion in market value based on its latest trading price of $76.02.
Adding to Roku’s woes, Walmart (NYSE:WMT) has expressed interest in acquiring rival Vizio (NYSE:VZIO), a move that would introduce another formidable competitor into the streaming landscape. Roku’s exclusive deal with Walmart to sell products fulfilled by the retailer on its devices could be at risk if Walmart successfully acquires Vizio.
Roku’s projected first-quarter loss of 90 cents per share exceeded analysts’ expectations of a loss of 69 cents, according to LSEG data. The company also cited sluggish spending on media and entertainment (M&E) promotions due to limited releases following last year’s Hollywood strike, further contributing to its challenges.
The average rating of 33 brokerages covering Roku’s stock is “hold,” with a median price target of $85, reflecting cautious sentiment among analysts regarding the company’s outlook amidst fierce competition and uncertain market conditions.
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Author Faith Yakubu 
