ifornia. While Roku sells the most streaming devices in the United States, ahead of Amazon, Google, and Apple, the majority of its annual revenue is not from hardware sales. Rather, Roku makes the bulk of its revenue from platform sales. Platform sales consist of advertising, sales of its partners' content sold through Roku's software, and subscriptions on its hardware. It additionally has its own www.TechnicalPDF.com streaming service from which customers can stream movies and TV shows. In addition to streaming on connected TVs and its set-top boxes, Roku has put its name on co- branded televisions manufactured by Insignia, Sharp, TCL, and others. These televisions have Roku software pre-installed, which enables consumers to use Roku without adding an external set-top box. Televisions with embedded Roku software display the Roku menu at start-up. Embedding software in televisions is a way to keep customers tied to Roku. Another way that Roku makes content available is by formatting a selection of movies and TV for mobile operating systems. Customers that stream to mobile smartphone and tablet computers download a Roku app (a small application) to their mobile device. Movies and TV shows streamed to smartphones and tablets are formatted to appear on the particular device and operating system used on the device to which the movie, TV shows or music are streamed. In addition to the United States, Roku streaming players and software are sold under the Roku brand in Canada, Mexico, the United Kingdom, France, and the Republic of Ireland. Keeping and Attracting Subscribers-The Criticality of Content Quality content that appeals to a wide range of people is an important strategy in attracting and keeping subscribers. The number of over-the-top providers in the United States competing for subscribers is on the rise. Whereas in the early days of streaming, Netflix was able to license content from studios including Disney and Universal, as these contracts expired, many studios www.TechnicalPDF.com stopped licensing conten