Roku (ROKU) is transforming its "home screen" into a dynamic, personalized experience, which is likely to unlock ad revenue and fast-track the company toward $1 billion in free cash flow, Morgan Stanley said in a report Thursday.

The product "refresh" comes as Roku increases financial transparency. New disclosures reveal that Roku's advertising gross margins exceeded 60% in Q1 while its subscription division has grown into a $2 billion annualized revenue stream, according to the report.

The firm expects Roku to outpace "conservative" management guidance, driven by deepening ad partnerships with Amazon.com (AMZN) and Alphabet's (GOOG, GOOGL) Google's DV360, alongside upcoming "cyclical tailwinds" from political advertising and the 2026 FIFA World Cup. Strong cost discipline under CFO Dan Jedda is also expected to pull Roku's $1 billion free cash flow milestone ahead of its 2028 target.

Morgan Stanley reiterated an overweight rating on Roku and raised its price target to $170 from $150.

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