Meta should buy Roku. It sounds bold, but the data makes the case clear. TV screens are where the value is, and Meta has no way to reach them.
Table of Contents
The Numbers
On a current YouTube campaign, the 40% of my spend that went to TV screens drove 60% of my video views. That’s not just efficiency. That’s a massive gap between investment and return. Those TV CPMs are even cheaper than my mobile, desktop, and tablet CPMs. You’re paying less and getting more.
The Impact
The average TV screen YouTube view is significantly more impactful, memorable than the same view on a mobile device. People lean back on the couch. They watch with focus. They’re not scrolling through three other apps at the same time. The attention quality is completely different.
The Value
YouTube ads on TVs may be simultaneously the most valuable and undervalued place to run ads in 2025. YouTube is the dominant player in CTV advertising. They’ve already won this space. Meanwhile, there is no material way to deliver Meta ads on TV screens.
The Opportunity
Advertisers would likely seize the opportunity if Meta presented it. Brands already trust Meta’s targeting and measurement. They already spend billions on the platform. If Meta could deliver that same power on TV screens, it would be an instant win. Roku gives them that path.
Conclusion
TV screens deliver better engagement, better recall, and better ROI than mobile devices. YouTube has already proven this with CTV advertising, dominating a space that’s both high-value and underpriced. Meta, despite all its advertising power, has no meaningful presence on TV screens.
That’s a massive gap. Advertisers want it. The performance data supports it. Roku could be the bridge that gets Meta into the living room and onto the screens where attention actually matters.
Meta should buy Roku before someone else does.
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