Company magazine cited the decision to kill the project as "one of Netflix's riskiest moves".

Netflix then decided instead to spin off the company, and Roku released their first set-top box in 2008. In 2010 they began offering models with various capabilities, which eventually became their standard business model. In 2014, Roku partnered with smart TV manufacturers to produce TVs with built-in Roku functionality. In 2015, Roku won the inaugural Emmy for Television Enhancement Devices.