The video-on-demand space is growing and users are more likely to pay for multiple services to satisfy their streaming needs. Managing and navigating the various services will inevitably become a chore.
Roku understood this when Google and Amazon refused to allow their devices to use their competitor's services. The knew that users would begin to demand a single, easy-to-use, platform, and they supplied that demand.
Now, with the streaming wars about to begin, Roku understands the value of being neutral better than anyone.