Is ROKU stock a Buy, Sell, or Hold?

Based on our analysis, ROKU is currently a HOLD with moderate confidence. 📊 HOLD: ROKU shows mixed signals. Fine to hold existing positions. Not urgent to buy or sell.

What is the fair value of ROKU stock?

Our analysis estimates the fair value range for ROKU to be between $147.82 and $158.44. The current price is $155.59.

What is the analyst price target for ROKU?

The average Wall Street analyst price target for ROKU is $162.33. This implies a potential upside of 4.3% from current levels.

Roku (ROKU) Stock: Buy, Sell, or Hold?

ROKU - Roku, Inc. Class A Common Stock

Cable & Other Pay Television Services

$155.59

-2.72 (-1.72%) ▼

5d: -1.32%

30d: +3.68%

90d: +27.26%

HOLD

MODERATE Confidence

Protect Your ROKU Gains

Analysis Updated: Sep 4, 2026 12:00 AM ET

Earnings: Oct 29, 2026

Smart Money Distribution

Options positioning is turning defensive after a sharp run-up - a pattern consistent with institutional profit-taking. View Scanner →

Signal fired Aug 28, 2026 at $157.95 · last confirmed Sep 4, 2026

Strength: 5.2/10

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Interactive Price Chart (1 Month)

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💡

Bottom Line:
📊 HOLD: ROKU shows mixed signals. Fine to hold existing positions. Not urgent to buy or sell.

See Forward Earnings Fair Value & Price Prediction →

Long-Term Wealth Forecast (2031)

Based on Analyst Consensus Growth & Historical Valuation

Adjust Growth Assumption: 25.0%

0% (Stagnation) 50% (Hyper Growth)

EST. PRICE IN 2031

$190.99

Based on 14.5% avg growth

INTRINSIC VALUE TODAY

$118.59

Trading above historical range

How this is calculated: We use a Growth Decay Model: starting with analyst consensus growth (adjusted above) and gradually slowing it down to a long-term terminal rate (4%) by Year 5. This provides a more realistic valuation than assuming constant hyper-growth. We then apply a 25.0x Exit PE.

View Full DCF Model

In-depth Analysis How we analyze

Valuation Analysis: ROKU is currently trading at $155.59, which is considered fair relative to its 30-day fair value range of $147.82 to $158.44. From a valuation perspective, the stock is trading at a discount (Forward PE: 39.7) compared to its historical average (48.7). Remarkably, the market is currently pricing in an annual earnings decline of 6.6% over the next few years. This pessimistic expectation contrasts with the company's recent 1442.9% earnings growth, suggesting potential undervaluation if the company simply maintains stability.

Technical Outlook: Technically, ROKU is in a strong uptrend. The price is currently testing key support at $154.51. A bounce from this level would confirm strength, while a break below could signal further downside.

Market Sentiment: The stock scores a mixed 48/100 on our bottoming-setup gauge, with only partial signs of a stabilized entry point. The stock is fairly positioned - fine to hold existing positions or accumulate slowly on dips, but not an urgent buy.

Quick Decision Summary

Current Position FAIR

Historical Trading Range $147.82 - $158.44

Company Quality Score 55/100 (HOLD)

Volume Confirmation HIGH

Confidence Score 67.6%

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All Signals

NEUTRAL: Price in fair range
NEUTRAL: Mixed technical signals (48/100)
BULLISH: High volume confirmation
NEUTRAL: Near Wall St target ($162.33)
NEUTRAL: Bottoming setup forming (48/100) — watch for confirmation

Trading Range Analysis

30-Day Trading Range $147.82 - $158.44

Current vs Trading Range FAIR

Support & Resistance Levels

Support Level $154.51

Resistance Level $159.89

Current Trend Strong Uptrend

Technical data as of Sep 4, 2026

Fundamental Context

Forward P/E (Next Year Est.) 39.66

Wall Street Target $162.33 (+4.3%)

Revenue Growth (YoY) 21.9%

Earnings Growth (YoY) 1442.9%

Profit Margin 6.8%

Valuation Discount vs History -6.6% cheaper

PE vs Historical 39.7 vs 48.7 CHEAP

Market-Implied Price Targets If current PE multiple persists

Implied Growth (YoY): -6.6% (market-implied from PE analysis)

1-Year Target $145.32 (-7%)

2-Year Target $135.73 (-13%)

3-Year Target $126.77 (-19%)

3-Yr Target (if PE normalizes) (PE: 40→49) $155.66 (0%)

3-Year Scenarios Using analyst projected EPS growth

Bull: (PE: 39.7, Growth: 31.2%) $351.42 (+126%)

Base: (SPY PE: 20.2, Growth: 31.2%) $179.25 (+15%)

Bear: (PE: 17.2, Growth: 31.2%) $152.36 (-2%)

📈 Valuation based on Current Earnings

Forward PE: 39.53 | Forward EPS (Implied): $3.94

Bull Case $187.87 (+21%)

Analyst growth 15.0%, PE expands to 41.5

Base Case $155.59 (0%)

Market implied 0.0%, PE stable at 39.5

Bear Case $119.03 (-24%)

Severe decline -15.0%, PE contracts to 35.6

These are projections based on PE multiples and EPS growth scenarios, not predictions. Actual results may vary significantly.

💡 Upside Surprise Potential

If earnings stabilize (0% growth), PE could expand from 39.7 to 48.7

Stabilization Target: $191.05 (+22.8%)

PE Expansion Potential: +22.8%

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Last updated: September 05, 2026 5:02 PM ET
Data refreshes hourly during market hours. Next update: 6:02 PM

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Technical Signals Check

Is ROKU showing a specific setup today?

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Insider Activity (6 Months)

Buys

Sells

Net

INSIDERS SELLING

Recent Transactions

Charles Collier SELL 205807 shares 2026-04-17

Anthony J Wood SELL 25000 shares 2026-04-16

Charles Collier SELL 3431 shares 2026-04-16

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Advanced ROKU Option Strategies

Professional options setups generated by AI based on today's ROKU price and gamma walls.

Iron Condor Bull Call Bear Put Collar

More Analysis for ROKU

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Roku, Inc. Class A Common Stock

Cable & Other Pay Television Services

About

Roku enables consumers to stream television programming. It has more than 90 million streaming households and provided 127 billion streaming hours in 2024. Roku is the top streaming operating system in the US, reaching more than half of broadband households, according to the company. Roku's OS is built into streaming devices and televisions that Roku sells and on connected televisions from other manufacturers that license Roku's name and software. Roku also operates the Roku Channel, a free, ad-supported streaming television platform that offers a mix of on-demand and live television programming. Roku generates revenue primarily from selling devices, licensing, and advertising, and it receives fees from subscription streaming platforms that sell subscriptions through Roku.

Exchange: XNAS

Market Cap: $15,259,033,660

Employees: 3,340

Listed Since: 2017-09-28

Website: Visit

CIK: 0001428439

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