Roku grew streaming households to 81.6 million globally in Q1, a 14 percent gain year-over-year, according to the company. Revenue was up 19 percent to $881.5 million. Streaming hours were up 23 percent to 30.8 billion, but guidance that rival ad-supported streaming platforms could hinder further growth this year dinged the strong quarterly results, sending shares down 3 percent in after hour trading last week. Claiming a position as “the No. 1 selling TV OS in the U.S. and Mexico,” Roku said the Roku Channel was No. 3 on the platform “by both reach and engagement.”

“Executives on Thursday’s earnings call zeroed in on the home screen as one of three key areas to help its broader business priority of reaccelerating platform revenue growth,” StreamTV Insider reports, listing “growing Roku-billed subscriptions (including via Roku Pay) and expanding programmatic ad capabilities” as other areas CEO Anthony Wood called out for further development.

With the home screen as the entry point for viewers turning on a Roku TV, that real estate reached nearly 120 million daily in Q1, explained Wood, noting that reach “creates a lot of opportunity,” offering “many ways to improve the user experience while also growing monetization for Roku,” he said on the earnings call.

The Q1 revenue figure beat analyst estimates by nearly 4 percent. Reuters noted the top line figure included revenue from “digital ads and ad-free tier subscriptions, as well as from its streaming devices and TV.” But Roku Q1 earnings and a Q2 forecast above Wall Street estimates “showed the company was benefiting from strong ad sales and the ongoing shift to streaming from cable TV,” Reuters added.

In its Q1 shareholder letter the company emphasized “difficult year-over-year growth” challenges, from headwinds “due to past price increases and a higher mix shift toward ad-supported offerings.”

Reuters points out that “major streaming services, including Netflix, have in the past year focused on growing their more affordable, ad-supported offerings as they look to maintain subscriber growth in an uncertain economic environment.”

AdExchanger identifies programmatic as the overriding theme of Roku’s earnings call and says the company has “made it a priority to expand and deepen its relationships with third-party platforms, including DSPs,” or demand-side platforms.

The list includes “all the notable partners, but also Instacart, Cox Auto and others you might not immediately have in mind,” Roku Media President Charlie Collier is quoted saying in AdExchanger, while underscoring “an open ecosystem” as “central to our growth strategy.”

While Roku positioned price increases as an obstacle to growth, Deadline characterized the trend as positive for revenue growth, saying the hikes “illustrate the benefits of ongoing price inflation in the streaming sector.”