Why Streaming TV Firm Roku Stock Looks Like A Buy At New Highs

 | Jun 05, 2019 04:49AM ET

Shares of Roku (NASDAQ:ROKU) soared nearly 9% Wednesday after Guggenheim analysts turned more bullish on the streaming TV company. Roku’s stock price has skyrocketed over 230% this year and it looks poised to benefit from the continued shift from linear-TV to streaming.

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Guggenheim analysts raised their price target on Roku stock from $75 per share to $119 per share. This marked roughly 28% upside compared to Tuesday’s closing price of $93.60.

The company also upgraded Roku to a “buy” from “neutral” on Wednesday. “We see continued growth in account and streaming metrics, closing of the video advertising pricing gap with traditional television, demand by third parties for audience development opportunities, and incremental content distribution revenue recognition as key catalysts for shares,” analyst Michael Morris wrote in a note to investors.

Roku Overview

Roku is one of the only pure-play video streaming companies out there aside from industry titan Netflix (NASDAQ:NFLX) . The firm’s devices allow customers to watch streaming services such as Netflix, Hulu, Amazon Prime (NASDAQ:AMZN) , HBO (NYSE:T) , and others all in one place. The Los Gatos, California-based company currently boasts a larger market share than rivals like Apple TV (NASDAQ:AAPL) , Amazon Fire TV, and Google’s (NASDAQ:GOOGL) Chromecast, according to eMarketer.

The company’s branded smart TVs have also become widely popular. Roku has partnerships with Sharp, RCA, JVC, and more, and the firm estimated that more than one-in-three smart TVs sold in the U.S. during the first quarter of 2019 were Roku TVs. Plus, the firm has its own Roku Channel that allows users to watch free streaming movies and TV shows, which could become more popular as more people ditch cable.

The company sells advertising on the Roku Channel and has a marketplace that allows marketers to buy targeted ads. Roku’s ability to expand its ad business could prove huge. And this seems somewhat likely as the cord cutting-revolution makes consumers harder and harder to reach anywhere except Facebook (NASDAQ:FB) , Google, or Amazon.