Comprehensive Stock Comparison
Compare Roku, Inc. (ROKU) vs Netflix, Inc. (NFLX) Stock
Analyze side-by-side fundamentals, valuation, growth, and profitability to decide which stock is the better buy.
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Quick Verdict
| Category | Winner | Why |
|---|---|---|
| Growth | NFLX | 15.9% revenue growth vs ROKU's 15.2% |
| Value | NFLX | Lower P/E (26.4x vs 43.4x) |
| Quality / Margins | NFLX | 24.3% net margin vs ROKU's 1.9% |
| Stability / Safety | NFLX | Beta 0.78 vs ROKU's 1.81 |
| Dividends | Tie | Neither pays a meaningful dividend |
| Momentum (1Y) | ROKU | +7.8% vs NFLX's -16.5% |
| Efficiency (ROA) | NFLX | 19.8% ROA vs ROKU's 2.0%, ROIC 29.8% vs -0.3% |
Who Each Stock Is For
Income & stability
Growth exposure
Long-term compounding (10Y)
Sleep-well-at-night portfolio
Defensive / Recession hedge
Business Model
What each company does and how it makes money
Roku operates a leading TV streaming platform that connects viewers with content through its operating system and streaming devices. It makes money primarily through digital advertising on its platform (roughly 85% of revenue) and selling streaming hardware players and licensed TVs (about 15%). Its key advantage is its massive installed base of active accounts and its neutral platform position—unlike competitors tied to specific content ecosystems—which creates a powerful advertising network and distribution channel.
Netflix is a global streaming entertainment service that offers original and licensed TV shows, movies, and documentaries. It generates revenue primarily through subscription fees — with three pricing tiers — and earns additional income from licensing its original content to other platforms. Its key advantage is its massive scale and data-driven content creation, which allows it to invest billions in programming that attracts and retains subscribers worldwide.
Revenue Breakdown by Segment
How each company's revenue is distributed across its business units
Financial Metrics Comparison
Side-by-side fundamentals across 2 stocks. BestLagging
Financial Scorecard
NFLX leads in 3 of 6 categories (Financial Metrics, Profitability & Efficiency). ROKU leads in 1 (Valuation Metrics). 1 tied.
Financial Metrics (TTM)
NFLX is the larger business by revenue, generating $45.2B annually — 9.5x ROKU's $4.7B. NFLX is the more profitable business, keeping 24.3% of every revenue dollar as net income compared to ROKU's 1.9%.
| Metric | ROKURoku, Inc. | NFLXNetflix, Inc. |
|---|---|---|
| RevenueTrailing 12 months | $4.7B | $45.2B |
| EBITDAEarnings before interest/tax | $188M | $30.1B |
| Net IncomeAfter-tax profit | $88M | $11.0B |
| Free Cash FlowCash after capex | $594M | $9.5B |
| Gross MarginGross profit ÷ Revenue | +43.8% | +48.5% |
| Operating MarginEBIT ÷ Revenue | -0.1% | +29.5% |
| Net MarginNet income ÷ Revenue | +1.9% | +24.3% |
| FCF MarginFCF ÷ Revenue | +12.5% | +20.9% |
| Rev. Growth (YoY)Latest quarter vs prior year | +16.1% | +17.6% |
| EPS Growth (YoY)Latest quarter vs prior year | +3.2% | +31.1% |
Valuation Metrics
At 32.7x trailing earnings, NFLX trades at a 79% valuation discount to ROKU's 156.4x P/E. On an enterprise value basis, ROKU's 2.5x EV/EBITDA is more attractive than NFLX's 11.8x.
| Metric | ROKURoku, Inc. | NFLXNetflix, Inc. |
|---|---|---|
| Market CapShares × price | $1.5B | $350.4B |
| Enterprise ValueMkt cap + debt − cash | $833M | $355.9B |
| Trailing P/EPrice ÷ TTM EPS | 156.41x | 32.69x |
| Forward P/EPrice ÷ next-FY EPS est. | 43.37x | 26.43x |
| PEG RatioP/E ÷ EPS growth rate | — | 0.99x |
| EV / EBITDAEnterprise value multiple | 2.49x | 11.83x |
| Price / SalesMarket cap ÷ Revenue | 0.33x | 7.76x |
| Price / BookPrice ÷ Book value/share | 5.24x | 13.41x |
| Price / FCFMarket cap ÷ FCF | 3.24x | 37.04x |
Profitability & Efficiency
NFLX delivers a 41.3% return on equity — every $100 of shareholder capital generates $41 in annual profit, vs $3 for ROKU. ROKU carries lower financial leverage with a 0.33x debt-to-equity ratio, signaling a more conservative balance sheet compared to NFLX's 0.54x. On the Piotroski fundamental quality scale (0–9), NFLX scores 7/9 vs ROKU's 6/9, reflecting strong financial health.
| Metric | ROKURoku, Inc. | NFLXNetflix, Inc. |
|---|---|---|
| ROE (TTM)Return on equity | +3.3% | +41.3% |
| ROA (TTM)Return on assets | +2.0% | +19.8% |
| ROICReturn on invested capital | -0.3% | +29.8% |
| ROCEReturn on capital employed | -0.2% | +30.5% |
| Piotroski ScoreFundamental quality 0–9 | 6 | 7 |
| Debt / EquityFinancial leverage | 0.33x | 0.54x |
| Net DebtTotal debt minus cash | -$715M | $5.4B |
| Cash & Equiv.Liquid assets | $1.6B | $9.0B |
| Total DebtShort + long-term debt | $872M | $14.5B |
| Interest CoverageEBIT ÷ Interest expense | 36.47x | 17.33x |
Total Returns (with DRIP)
A $10,000 investment in NFLX five years ago would be worth $15,346 today (with dividends reinvested), compared to $2,333 for ROKU. Over the past 12 months, ROKU leads with a +7.8% total return vs NFLX's -16.5%. The 3-year compound annual growth rate (CAGR) favors NFLX at 36.8% vs ROKU's 14.0% — a key indicator of consistent wealth creation.
| Metric | ROKURoku, Inc. | NFLXNetflix, Inc. |
|---|---|---|
| YTD ReturnYear-to-date | -15.1% | -9.1% |
| 1-Year ReturnPast 12 months | +7.8% | -16.5% |
| 3-Year ReturnCumulative with dividends | +48.0% | +156.0% |
| 5-Year ReturnCumulative with dividends | -76.7% | +53.5% |
| 10-Year ReturnCumulative with dividends | +292.7% | +772.4% |
| CAGR (3Y)Annualised 3-year return | +14.0% | +36.8% |
Risk & Volatility
NFLX is the less volatile stock with a 0.78 beta — it tends to amplify market swings less than ROKU's 1.81 beta. A beta below 1.0 means the stock typically moves less than the S&P 500. ROKU currently trades 79.1% from its 52-week high vs NFLX's 61.7% drawdown — a narrower gap to the peak suggests stronger recent price momentum.
| Metric | ROKURoku, Inc. | NFLXNetflix, Inc. |
|---|---|---|
| Beta (5Y)Sensitivity to S&P 500 | 1.81x | 0.78x |
| 52-Week HighHighest price in past year | $116.66 | $134.12 |
| 52-Week LowLowest price in past year | $52.43 | $75.01 |
| % of 52W HighCurrent price vs 52-week peak | +79.1% | +61.7% |
| RSI (14)Momentum oscillator 0–100 | 41.2 | 40.6 |
| Avg Volume (50D)Average daily shares traded | 3.1M | 41.3M |
Analyst Outlook
Wall Street rates ROKU as "Buy" and NFLX as "Buy". Consensus price targets imply 41.8% upside for NFLX (target: $117) vs 39.9% for ROKU (target: $129).
| Metric | ROKURoku, Inc. | NFLXNetflix, Inc. |
|---|---|---|
| Analyst RatingConsensus buy/hold/sell | Buy | Buy |
| Price TargetConsensus 12-month target | $129.08 | $117.25 |
| # AnalystsCovering analysts | 45 | 97 |
| Dividend YieldAnnual dividend ÷ price | — | — |
| Dividend StreakConsecutive years of raises | — | — |
| Dividend / ShareAnnual DPS | — | — |
| Buyback YieldShare repurchases ÷ mkt cap | +9.7% | +2.6% |
Historical Charts
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Chart 1Total Return — 5 Years (Rebased to 100)
| Stock | Feb 20 | Feb 26 | Change |
|---|---|---|---|
| Roku, Inc. (ROKU) | 100 | 85.33 | -14.7% |
| Netflix, Inc. (NFLX) | 100 | 218.25 | +118.2% |
Netflix, Inc. (NFLX) returned +53% over 5 years vs Roku, Inc. (ROKU)'s -77%. A $10,000 investment in NFLX 5 years ago would be worth $15,346 today (including dividends reinvested).
Chart 2Revenue Growth — 10 Years
| Stock | 2016 | 2025 | Change |
|---|---|---|---|
| Roku, Inc. (ROKU) | $399M | $4.7B | +1088.3% |
| Netflix, Inc. (NFLX) | $8.8B | $45.2B | +411.7% |
Roku, Inc.'s revenue grew from $399M (2016) to $4.7B (2025) — a 31.7% CAGR. Netflix, Inc.'s revenue grew from $8.8B (2016) to $45.2B (2025) — a 19.9% CAGR.
Chart 3Net Margin Trend — 10 Years
| Stock | 2016 | 2025 | Change |
|---|---|---|---|
| Roku, Inc. (ROKU) | -10.7% | 1.9% | +117.4% |
| Netflix, Inc. (NFLX) | 2.1% | 24.3% | +1049.7% |
Roku, Inc.'s net margin went from -11% (2016) to 2% (2025). Netflix, Inc.'s net margin went from 2% (2016) to 24% (2025).
Chart 4P/E Ratio History — 9 Years
| Stock | 2017 | 2025 | Change |
|---|---|---|---|
| Netflix, Inc. (NFLX) | 153.6 | 37.1 | -75.8% |
Netflix, Inc. has traded in a 30x–154x P/E range over 9 years; current trailing P/E is ~33x.
Chart 5EPS Growth — 10 Years
| Stock | 2016 | 2025 | Change |
|---|---|---|---|
| Roku, Inc. (ROKU) | -0.5 | 0.59 | +218.0% |
| Netflix, Inc. (NFLX) | 0.04 | 2.53 | +5783.7% |
Roku, Inc.'s EPS grew from $-0.50 (2016) to $0.59 (2025). Netflix, Inc.'s EPS grew from $0.04 (2016) to $2.53 (2025) — a 57% CAGR.
Chart 6Free Cash Flow — 5 Years
Roku, Inc. generated $478M FCF in 2025 (+154% vs 2021). Netflix, Inc. generated $9B FCF in 2025 (+7269% vs 2021).
ROKU vs NFLX: Frequently Asked Questions
9 questions · data-driven answers · updated daily
01Is ROKU or NFLX a better buy right now?
Netflix, Inc. (NFLX) offers the better valuation at 32.7x trailing P/E (26.4x forward), making it the more compelling value choice. Analysts rate Roku, Inc. (ROKU) a "Buy" — based on 45 analyst ratings — the highest consensus in this comparison. The "better buy" depends entirely on your goals: growth investors should weight revenue trajectory, value investors should weight P/E and PEG, and income investors should weight dividend yield and streak.
02Which has the better valuation — ROKU or NFLX?
On trailing P/E, Netflix, Inc. (NFLX) is the cheapest at 32.7x versus Roku, Inc. at 156.4x. On forward P/E, Netflix, Inc. is actually cheaper at 26.4x.
03Which is the better long-term investment — ROKU or NFLX?
Over the past 5 years, Netflix, Inc. (NFLX) delivered a total return of +53.5%, compared to -76.7% for Roku, Inc. (ROKU). A $10,000 investment in NFLX five years ago would be worth approximately $15K today (assuming dividends reinvested). Over 10 years, the gap is even starker: NFLX returned +772.4% versus ROKU's +292.7%. Past returns do not guarantee future results, and the stock with the higher historical return may already have its best growth priced in.
04Which is safer — ROKU or NFLX?
By beta (market sensitivity over 5 years), Netflix, Inc. (NFLX) is the lower-risk stock at 0.78β versus Roku, Inc.'s 1.81β — meaning ROKU is approximately 134% more volatile than NFLX relative to the S&P 500. On balance sheet safety, Roku, Inc. (ROKU) carries a lower debt/equity ratio of 33% versus 54% for Netflix, Inc. — giving it more financial flexibility in a downturn.
05Which has better profit margins — ROKU or NFLX?
Netflix, Inc. (NFLX) is the more profitable company, earning 24.3% net margin versus 1.9% for Roku, Inc. — meaning it keeps 24.3% of every revenue dollar as bottom-line profit. Operating margin tells a similar story: NFLX leads at 29.5% versus -0.1% for ROKU. At the gross margin level — before operating expenses — NFLX leads at 48.5%, reflecting greater pricing power or product mix advantage. Stronger margins indicate durable pricing power, lower cost of revenue, or higher mix of software/services. They are one of the clearest signs of business quality.
06Is ROKU or NFLX more undervalued right now?
On forward earnings alone, Netflix, Inc. (NFLX) trades at 26.4x forward P/E versus 43.4x for Roku, Inc. — 16.9x cheaper on a one-year earnings basis. Analyst consensus price targets imply the most upside for NFLX: 41.8% to $117.25.
07Which pays a better dividend — ROKU or NFLX?
None of the stocks in this comparison currently pay a material dividend. All are effectively zero-yield and should be held for capital appreciation rather than income.
08Is ROKU or NFLX better for a retirement portfolio?
For long-horizon retirement investors, Netflix, Inc. (NFLX) is the stronger choice — it scores higher on the combination of lower volatility, dividend reliability, and long-term compounding (low volatility (β 0.78), +772.4% 10Y return). Roku, Inc. (ROKU) carries a higher beta of 1.81 — meaning larger drawdowns in market downturns, which matters significantly when you cannot wait years for a recovery. Both have compounded well over 10 years (NFLX: +772.4%, ROKU: +292.7%), confirming both are viable long-term holds — but the lower-volatility option typically results in less emotional selling during corrections. Retirement portfolios generally favour predictability over maximum returns. Consult a financial advisor before making allocation decisions.
09What are the main differences between ROKU and NFLX?
Both stocks operate in the Communication Services sector, making this a peer-level intra-sector comparison — the same macro tailwinds and headwinds will affect both. These fundamental differences mean investors should not choose between them on a single metric — the "better stock" depends entirely on which of these characteristics aligns with your investment strategy.
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- Sector: Communication Services
- Market Cap > $100B
- Revenue Growth > 8%
- Gross Margin > 26%