New York, January 10, 2026, 07:00 EST — Market closed
- Roku shares ended higher on Friday after fresh bullish calls from Evercore ISI and Citizens.
- A filing showed Cathie Wood’s ARK Investment Management held a 4.5% stake as of Dec. 31.
Roku, Inc shares rose 2.1% to close at $111.17 on Friday, bucking a quiet start to the year for many streaming names after Evercore ISI upgraded the stock and Citizens lifted its price target.
The timing matters because Roku’s core business leans on advertising, and traders have been quick to chase any sign that connected-TV ad demand is firming again. The analyst notes lean into 2026 as a setup year — not just for Roku-specific product work, but for bigger events that typically loosen marketing budgets.
With U.S. markets shut for the weekend, the immediate question is whether those upgrades pull in incremental buyers when trading reopens on Monday, or whether the stock stalls near recent highs. Beyond that, investors are positioning for the next round of guidance on ad trends and costs.
Evercore ISI analyst Mark Mahaney upgraded Roku to “Outperform” from “In Line” and raised his price target to $145 from $105, Barron’s reported. In his note, he pointed to ad-related catalysts in 2026, including Roku’s tie-up with Amazon that would let marketers use Amazon’s ad-buying system — a demand-side platform, or DSP — to reach connected-TV households. 1
Citizens analyst Matthew Condon also raised his price target, to $160 from $145, and kept an Outperform rating, according to TheFly. Condon called 2026 “a pivotal year” and cited a mix of macro and company drivers that he expects to translate into faster platform growth and better margins. 2
Separately, ARK Investment Management disclosed it held 5.88 million Roku shares, representing 4.5% of the class, in an amended Schedule 13G filed on Jan. 8. A Schedule 13G/A is an SEC form investors use to update the market on sizeable stakes. 3
The broader tape helped on Friday. Wall Street closed higher after a mixed U.S. jobs report, with the S&P 500 and Dow ending at record highs and the Nasdaq up 0.8%, easing pressure on higher-beta stocks tied to ad spending. 4
Technically, Roku’s Friday session was choppy. The stock traded between $110.40 and $115.00, putting the $115 area back on the chart as a near-term ceiling, while the low $110s mark the first line of support. 5
But the upside case still leans on a simple variable: ad budgets. If marketers tighten spend, or if competition for connected-TV ads heats up faster than Roku’s tools improve, the stock can give back gains quickly — especially into earnings, when guidance tends to do the heavy lifting.
The next hard catalyst is the company’s quarterly report, which Nasdaq lists as an estimated Feb. 12 earnings date. Traders will be listening for any change in the ad outlook and for updates on the Amazon integration timeline. 6
