Roku didn’t enter the projector market to sell hardware. It entered to expand the reach of its OS.
Aurzen’s new D1R Cube is the first projector to ship with Roku TV built in. It’s a budget-friendly, portable device that plays all the hits: Netflix, Prime Video, Disney+, Roku Originals, and over 500 FAST channels. But the real story is what’s happening under the hood. Roku is moving beyond TVs and bringing its OS into a category long dominated by Google TV.
What this move is really about
- Roku is claiming new OS territory
Most portable projectors today run Google TV or Android variants. Roku saw a gap. This projector gives the company a path into a device class where it had zero presence. - It’s a defensive move in the low-end market
As TV makers experiment with multi-OS strategies, Roku needs new endpoints to maintain share. Projectors give Roku a new surface to operate on, especially with partners like TCL and Hisense also shipping Google TV units. - More screens equals more ad inventory
The D1R Cube runs The Roku Channel natively, along with hundreds of FAST channels. More devices running Roku OS means more monetizable impressions. This is about growing Roku’s ad business, not its hardware line. - No hardware risk, just software expansion
Aurzen handles the manufacturing and branding. Roku supplies the software and integration. It’s the same playbook Roku used to scale in TVs, now applied to projectors.
The Streaming Wars Take
Roku is building an OS-first ecosystem. TVs were phase one. Projectors are now phase two. This is Roku future-proofing its distribution, making sure that wherever streaming happens — living rooms, backyards, camping trips, it’s powering the experience.
The D1R Cube isn’t about competing with Anker or Xgimi. It’s about making sure Roku isn’t locked out of the next wave of screens.
Official Press Release:
Roku Announces Availability of First Roku TV Smart Projector
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