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Apple Media/Telecom

Once a Pioneer, Roku Boxed In by Competitors

This should be Roku’s time.

As online video streaming takes off, the first device used to stream Netflix to TVs and the one with the biggest market penetration should be at its peak.

But while Roku proudly trumpets that it has sold 10 million devices in the U.S. since launch in 2008, it increasingly looks to be the tallest midget in the room. Yes, Roku is a success in the category of $99-and-cheaper dedicated devices that stream video services like Netflix, YouTube and pay TV channels. But whether that category will ever be large enough to turn Roku into a big business is doubtful.