Roku listed a $100 million fundraising target in a regulatory filing yesterday.
But that figure is likely to change after its investment bankers gauge the demand for its initial public offering of stock.
The Los Gatos, Calif.-based company boasted 15 million active users at the end of June, but that number doesn’t reflect the total audience that watches online video through its streaming players, which are usually connected to large-screen televisions.
Even though Roku is much smaller than its deep-pocketed rivals in the video-streaming player market, including Amazon, Google and Apple, the company has emerged as the U.S. market leader in streaming players, with a 37 percent share during the first three months of this year.
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