FOX has announced a staggering $22 billion deal to acquire streaming platform Roku, aiming to grow its viewership in the US with a combination of Roku technology and Fox content.

Fox CEO Lachlan Murdoch plans to keep Fox and Roku separate, but the acquisition could mean more revenue for Fox as it gains insight into what you're watching on your screen. Roku founder Anthony Wood said the company would feature Fox content on its homescreen with a personalized approach to showing recommended shows and movies.

The deal might not change Roku’s familiar purple interface, but it raises alarm bells given recent media acquisitions that have aligned US media assets with conservative politics. An analyst from The Verge suggests this is more about distribution than branding, as Fox gains access to premium content through its own streaming services and partnerships like Hulu.

Despite the similarities between both services, Murdoch believes bringing them together could triple their combined reach. With Roku dabbling in paid subscriptions and Fox launching its own streaming service, this deal could create a powerful media ecosystem that further aligns with conservative interests in the US.