What happened Shares of Roku (NASDAQ: ROKU) surged higher on Monday, rising as much as 15.2%. The stock is up 10.3% at the time of this writing. While the stock's rise follows a bullish trend in the wake of Roku's better-than-expected third-quarter earnings report last week, suggesting the move could reflect extended enthusiasm about the quarter, two press releases from Roku on Monday probably helped, too: In a partnership with AT&T's DIRECTV, Roku said it has a Black Friday deal in which it is offering one month free of AT&T's DIRECTV Now with the purchase of any new Roku device. In addition, Roku said it will also be offering a "deep holiday discount" on its new Roku Streaming Stick for Black Friday weekend. The streaming stick will sell for $49.99 instead of $69.99. Roku announced Funai Electric will begin shipping Roku OS-enabled smart TVs under the company's Philips brand. Image source: Roku. So what Both announcements reflect management's emphasis to get its Roku platform into the hands of as many customers as possible, even if it means its hardware segment's profitability suffers. Now what Roku's strategy is to make as much money as possible from the Roku platform, or revenue from monetizing content on the Roku OS. As Roku offers deep discounts and works with new TV manufacturers to get its OS on more hardware, Roku's platform growth story can continue. 10 stocks we like better than Roku, IncWhen investing geniuses David and Tom Gardner have a stock tip, it can pay to listen. After all, the newsletter they have run for over a decade, Motley Fool Stock Advisor, has tripled the market.* David and Tom just revealed what they believe are the 10 best stocks for investors to buy right now... and Roku, Inc wasn't one of them! That's right -- they think these 10 stocks are even better buys. Click here to learn about these picks! *Stock Advisor returns as of November 6, 2017Daniel Sparks has no position in any of the stocks mentioned. The Motley Fool has no position in any of the stocks mentioned. The Motley Fool has a disclosure policy.