I personally think this is the major reason their ratings are so low. My parents want to watch Ted Lasso, and I told them to subscribe and watch it. "We can't, we have a roku, and I'm not paying $200 for another box." Imagine millions doing this and you see the result.
To be fair the device and service have, like, the same name. Assuming some relationship between them is obvious. Also, this is Apple, the guys who are very dedicated to pairing hardware and software together.