New York, Jan 6, 2026, 07:26 EST — Premarket
- Roku shares dipped slightly in early trading after a 5.5% jump in the prior session.
- Arete upgraded the stock to “buy,” while Wells Fargo put it on a Q1 tactical ideas list.
- Focus turns to ad-demand signals and the next earnings date on Wall Street calendars.
Roku Inc (ROKU.O) shares slipped 0.2% to $114.50 in premarket trading by 6:00 a.m. EST on Tuesday, after finishing Monday up about 5.5% at $114.68.
The bullish calls land as investors look for signs that TV ad budgets are flowing more steadily into streaming and helping Roku widen margins in 2026. Roku’s platform business — which includes advertising sales and a cut of subscription fees — is its main revenue engine, alongside sales of streaming players and Roku-branded TVs.
Arete analyst David Mak upgraded Roku to “buy” from “neutral” and raised his price target to $132 from $73, TheFly reported.
Wells Fargo also added Roku to its Q1 2026 Tactical Ideas List, saying it expects “about 20%” platform growth in the fourth quarter to extend into the first half of 2026. The bank has an overweight rating and a $116 price target, according to TheFly.
The move comes as U.S. index futures were muted ahead of a data-heavy week, capped by December’s nonfarm payrolls report on Friday.
Technicians are watching whether Roku can retest its 52-week high of $116.66 after Monday’s surge; the shares have traded as low as $52.43 over the past year. Monday’s session range was $110.91 to $116.06, according to Investing.com data.
But the call rests on an ad-market rebound that can still wobble if the economy slows or marketers tighten budgets. Wells Fargo said Roku’s 2026 adjusted EBITDA — a cash-earnings measure before interest, taxes, depreciation and amortization — could land around $650 million, while flagging risks including pressure on device margins, weaker advertising demand and higher operating costs.
