After consumers sign up for Roku, between 15% and 20% of them cancel their cable or satellite television service, reports LostRemote.com, citing an interview with Roku Vice President Jim Funk.

"We’re seeing (cord cutting), but in the scheme of the whole country, it’s small,” Funk said in an interview with Beet.tv.

He added that he believes the cancellations mark a trend. Last year, Roku sold 1 million of its units, which stream online services such as Netflix and Hulu to television sets. That number is on track to be higher this year, Funk said.