Zhitong Financial APP learned that$Roku Inc (ROKU.US) $CEO Anthony Wood said on Wednesday that it is expected that all TV shows will eventually move to the streaming platform, while advertisers will also move to the streaming platform.

Anthony Wood added that Netflix Inc's advertising support service would help the industry by attracting more advertisers into streaming. As for the rumors that Netflix Inc will buy Roku, he said: "obviously, I can't comment on the rumors."

He said Roku included the advertising support content of Netflix Inc and Walt Disney Company (DIS.US) into the framework as part of a long-term process of shifting advertising spending to streaming platforms. As part of it, he believes that Netflix Inc, as the largest player in the industry, is building an advertising platform is a positive signal, rather than a direct competition for Roku.

"for Roku and all other streaming companies, the biggest obstacle to growth is that advertising spending on cable TV needs to shift to streaming, which is not the case."

Anthony Wood quoted data as saying that 50 per cent of TV shows are currently on streaming platforms, but only 18 per cent of advertising spending is on streaming platforms. He believes that traditional cable television will eventually disappear, and advertisers will have to accept this reality.

As of press time, Roku fell 2.81 per cent to $86.58 in pre-market trading on Wednesday and closed up more than 8 per cent on Tuesday.