Roku, the pioneer of streaming on TV, passed 90 million streaming households in the first week of January, a milestone, it said, as streaming becomes the leading way to watch television. That’s up from 85.

For the third quarter, streaming tech giant Roku reported streaming households of 85.5 million. According to Roku’s Tuesday announcement, it ended 2024 with 89.8 million streaming households, adding the remainder that pushed it over the 90-million mark in the first seven days of January.

This update comes after free ad-supported streaming platform Tubi, a competitor of the Roku Channel, released monthly active user numbers Monday, reporting 97 million monthly active users. Samsung’s FAST service, TV Samsung Plus, announced 88 million monthly active users as of the end of October.

Roku today annnounced what it terms “a significant milestone,” surpassing 90 million streaming households worldwide in the first week of January. Roku is the largest TV OS in North America and is in nearly half of all U.

The company is not revealing monthly active users for its Roku Channel streaming service, but Nielsen data has good news for it there, too. The continued dominance of Roku as a streaming device manufacturer is impressive.