HBO Max was delayed in appearing on Roku because of negotiation breakdowns. In the case HBO it was Roku that seemed to have the demands. They are looking at revenue anywhere they can, but if their position weakens look for Google, ATT, and others to simply forgo working with them.

I think Roku is in a perilous position in general. They generated a lot of buzz on Wallstreet with their high user counts. They also purchased a DSP to get more into the advertising game. However they are at risk of being disrupted. They do not offer much that is unique and have largely gained and held market position by being the cheapest and easiest to use.

Cheap Android TV devices are starting to compete with them on price and tv manufacturers have mostly chosen to create and maintain their own ecosystems.

Unless they make some big strategic maneuvers I see them slowly being squeezed out like Tivo.