Roku said Thursday it has passed 100 million global streaming households.

The company hit the milestone this month across connected devices and smart-TVs. Through licensing deals with a number of OEMs, Roku’s interface is in more than one-third of TVs in North America and has also gained traction in several international markets. Its interface is in half of U.S. broadband households.

Some rivals in the streaming ad sector have also gotten to the 100 million range, including Samsung TV Plus and Tubi, though their figures are for monthly active users and do not allow for apples-to-apples comparison. (MAUs capture a minimum of one view in a monthly period, making the metric a fairly low threshold for what counts as a user/viewer.) Roku says its number reflects viewing by at least one member of a household on average.

In reporting the 100 million figure, Roku said it defines streaming households as the number of distinct user accounts streaming on its platform in a given 30-day period.

Roku’s reach across TVs and devices has enabled it to build a sizable profile for the Roku Channel, its flagship service. In February, according to Nielsen, the channel ranked No. 6 among all streaming outlets, just behind Peacock but ahead of Tubi and Paramount+. The company also makes money by enabling streaming subscriptions, an increasing area of strategic focus.

“Surpassing 100 million streaming households is a defining moment, not just for Roku, but for the future of television,” Roku CEO Anthony Wood said in a statement. “We’re helping shape the entertainment landscape by making it easier to discover great content, more affordable to watch it, and more effective for advertisers and partners around the world to connect with audiences. We are deeply grateful to our viewers, teams, advertisers, and partners for helping us reach this milestone. And as the shift to streaming continues to accelerate, we’re more energized than ever to lead the evolution of television.”