Roku itself is free, but streaming services on it cost money
You do not need to pay Roku to use your Roku device. The device itself, whether it is a Roku TV, a Roku stick, or a Roku box, has no monthly fee. You buy it once and own it. Roku makes money by showing you ads and taking a cut when you buy things through their platform — not by charging you a subscription.
What costs money is the content you watch. Netflix, Disney+, Hulu, Max, and other streaming services all charge their own subscriptions. Roku is just the device that lets you access them. Think of it like a television: the TV itself does not cost you anything to own, but cable or streaming services do.
Some free services on Roku, like Pluto TV or Tubi, show ads instead of charging you. Others, like YouTube, are free but may show ads. The choice of what to watch and what to pay for is yours.
Key Takeaways
- Roku devices have no monthly subscription fee — you pay once when you buy the device and that is it.
- Streaming services like Netflix, Disney+, and Hulu charge their own separate subscriptions, which Roku does not control.
- Free streaming services on Roku, such as Pluto TV and Tubi, are supported by ads instead of subscription fees.
- Roku makes money through advertising and commissions on purchases, not by charging users a fee to use the device.
How Roku makes money without charging you
Roku displays ads on the home screen and in menus. These ads are for movies, shows, and services available on the platform. Roku sells space to advertisers and gets paid when you see those ads. You do not pay for this — it is how the company keeps the service running.
Roku also takes a percentage when you buy something through their platform. If you rent a movie from a service like Apple TV Channels or buy something through a Roku app, Roku takes a small cut. This is similar to how Apple takes a cut of App Store purchases.
Because of this business model, Roku has no reason to charge you a monthly fee. The device is profitable for them without it.
What you actually pay for when you use Roku
The only money you need to spend is on the streaming services you choose to watch. If you want Netflix, you pay Netflix directly — Roku just provides the app. The same goes for Hulu, Max, Disney+, Apple TV+, or any other paid service.
Some people use only free services and never pay anything beyond the initial device cost. Others subscribe to multiple services. The total cost depends entirely on what you choose to watch.
One thing to know: if you use Roku's built-in search feature to find a movie or show, Roku may suggest paid rental options. You are never forced to rent or buy anything. You can always decline and watch something free instead.
The difference between Roku and cable
Cable companies charge a monthly subscription for the box and the service. Roku charges nothing for the box or the service. With cable, you get channels bundled together whether you want them or not. With Roku, you pick and choose exactly what you subscribe to.
This is why Roku is often cheaper than cable in the long run. You might pay $15 a month for Netflix and $10 a month for Disney+, totaling $25. Cable often costs $80 to $150 per month before taxes and fees. Of course, you get fewer channels with streaming, so the choice depends on what you actually watch.
Roku Premium and other optional paid features
Roku does offer one optional paid service called Roku Premium, but it is not required to use your device. Roku Premium costs a few dollars per month and removes ads from the home screen and adds some extra features. Most people do not buy it and do not need it.
Some Roku devices also let you use a feature called Roku Pay to buy things more easily, but this is optional and does not cost anything to set up. You only pay when you actually buy something.
Free ways to watch on Roku
If you do not want to pay for any streaming services, you have options. Pluto TV, Tubi, Freevee, and Peacock Free all offer full libraries of movies and shows supported by ads. YouTube is also free on Roku. These services are completely legitimate and cost nothing.
Many people use a mix of free and paid services. You might watch free ad-supported content most of the time and subscribe to one or two paid services for specific shows you want. This is a common way to keep costs down.
What happens if you do not subscribe to anything
Your Roku device will still work perfectly. You can browse the home screen, access free services, and watch content without paying anything. The device will not lock you out or stop working. Roku wants you to use the device because that is how they make money from ads and commissions — they benefit when you are actively using it.
The only limitation is that you will not be able to watch paid services like Netflix or Hulu unless you subscribe to them separately. But the device itself will function normally.
Frequently Asked Questions
Do I need to pay Roku to set up my device?
No. Setting up a Roku device is free. You create a Roku account, connect to your Wi-Fi, and start using it. There are no setup fees or hidden charges.
Will my Roku device stop working if I do not subscribe to anything?
No. Your device will continue to work and you can watch free services like Pluto TV, Tubi, and YouTube without paying anything. Roku does not disable devices for non-payment because there is nothing to pay.
If I cancel my Netflix subscription, will my Roku stop working?
No. Canceling Netflix or any other streaming service does not affect your Roku device. The device will still work normally. You straightforward will not be able to watch that particular service until you resubscribe.
Can I use Roku without a Roku account?
You need a Roku account to set up the device and access most services, but creating an account is free. You do not need a credit card on file unless you plan to buy or rent something.
Are there any hidden fees I should know about?
No. Roku has no hidden monthly fees. The only charges you will see are from streaming services you choose to subscribe to, and those come from the service provider, not from Roku.