Roku (NASDAQ: ROKU) wants more control over the biggest screen in your house.

After years of licensing its operating system and offering reference designs to manufacturers, Roku's coming out with its own television sets. The streaming company recently unveiled a new line of TVs that will be available later this year.

There are several reasons for Roku's departure in strategy from purely partnering with manufacturers to becoming a competitor in its own right. Here are three investors should know.

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Source Fool.com