Roku isn't going to let Amazon and Apple steal its thunder. The company unveiled the Roku 4 on Tuesday, a set-top box capable of streaming 4K video.
This comes less than a month after the new Apple TV and Amazon Fire TV were revealed. So what makes the Roku 4 stand out?
It supports 4K video, unlike Apple TV, and features a remote control finder that should help people spend less time digging between the couch cushions.
Roku 4 also has something called Roku Feed that lets users create queues filled with TV shows and movies from different streaming services.
People can search through Netflix, Hulu and other apps through the voice search function on the remote, or they can use their iOS, Android or Windows devices to browse.
Recently, the battle over streaming devices has intensified, with Amazon pulling competing streaming products from Apple and Google off its website to "avoid customer confusion."
The Roku 4 will cost $129.99, a jump from the $100 Roku 3, and is expected to ship on October 21.
