Roku Inc stock soared 8.2% on Monday in the pre-market trading session, driven by strong demand for its branded TVs during the recent Black Friday sales period.
According to a note from Wedbush Securities, Roku's branded TVs were given "a lot of floor space" relative to its licensed TVs across various retailers in the pre- and post-Black Friday period. This marks a significant shift from last year when only lower-tier, lower-priced licensed Roku TVs sold well.
The brokerage noted that Roku's branded TVs saw "broad selection, favorable placement, and significantly more sell-through" compared to previous years. This positive development suggests that Roku's strategy of expanding its direct-to-consumer TV business is gaining traction with consumers.
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