How so? It is the same thing as advertising. Roku is benefiting greatly from Netflix being on their platform as well. Netflix could ditch Roku and say they only support X other devices. But they both need each other and so they agree to something that makes sense for both parties.

Anyway it is pointless, because Roku actually charges companies to put a button on their remote[1]. They supposedly charge $1 for the button per customer.

https://mashable.com/article/roku-button-home-screen-adverti...