Known in the business sector for their sleek digital signage players, Roku has also positioned themselves well with online video rental giant Netflix for online video streaming. Many are talking about how the device is the "current" choice of Neflix, with other, more broad options becoming available later. 

“By now you’ve discovered our new home screen. This screen will become your launching pad for a number of great new channels that will begin to appear on your player in early 2009. In addition to the hugely popular Netflix channel, you’ll see movie channels, TV channels, web video and more! We’ve also upgraded your player to support an advanced video format that will deliver better video quality, especially over Internet connections. Finally, your player is now fully HD compatible. If you have an HDTV, select ‘update display type’ below to get the full HD experience. (Tip: visit www.netflix.com/InstantHD for HD movies from Netflix.)”

The inception of Apple's iTV is moving us from an out-of-home environment to an in-the-home environment for digital signage media players.