When Fox acquired Roku, the streaming device maker was left with more than just lightbulbs. The deal promises to shift focus towards sports, making Howdy, its budget-friendly service, a potential wild card in the market.

The Roku Channel will become exclusive, while IoT efforts are set for phasing out, replaced by a simpler ecosystem that aligns better with Fox’s core interests. With a 90% US-centric revenue base, Roku aims to expand internationally but faces challenges of remaining relevant abroad.

As for the future, expect more sports and fewer gadgets in your living room. The integration could turn Howdy into an unexpected hit, while IoT devices take a back seat until there’s more demand for them than free programming.