To no one's surprise, Roku isn't commenting on the rumor. However, it may have given the game away in a job listing for an iOS engineer. The post indicates that Roku's mobile app is "on the cusp of a major expansion" and demands people experienced with iOS' media playback, which looks like streaming at first glance.

It wouldn't be a radical break for Roku to start streaming on other gadgets. The firm makes 41 percent of its revenue from ads and licensing, and this is an easy way boost that profit. More importantly, it would represent a major opportunity for Roku to reduce its dependence on hardware. Even with those extra sources of cash, Roku's financial health still revolves around the popularity of its media players. Spreading its video services to other products would give it less reason to panic if its hardware products flop.