Fox has announced it is buying out streaming giant Roku for $22 billion. Once the deal is complete, Fox content will be promoted more heavily on Roku devices and smart TVs.

The combined entity aims to take third place in US television viewing share, with Fox CEO Lachlan Murdoch declaring it a “natural extension” of their decade-long strategy.

Anthony Wood, Roku’s founder and CEO, remains optimistic. He assured investors that although some Roku screens will feature more Fox content, the platform will remain open to all partners.

This move could significantly enhance Fox's reach but raises questions about the future of streaming ecosystems and whether this partnership will truly revolutionise TV viewing or just add another layer of choice for consumers.