According to Variety, Roku is looking to start streaming videos on devices made or controlled by competitors like Apple and Google. The company's first foray into streaming on third-party hardware will likely involve mobile devices. From the report: The move could further accelerate Roku's efforts to transition from a hardware-revenue-based to a services-based business model -- a transition that has been in progress for years. Now, it plans to also stream some content on devices that don't run its operating system, with mobile being a likely first step. Key to Roku's expansion into mobile video is going to be the company's existing mobile app, which has already been downloaded tens of millions of times on iOS and Android. The app's current primary function is remote control, as it allows owners of Roku streaming devices and Roku-powered TVs to control these devices directly from their phones. In fact, the app can't currently be operated if there is not a Roku device available on the same Wifi network. This could change soon, as Roku is looking to integrate video playback directly into its mobile app. A first step is likely going to be the integration of the Roku Channel, an ad-supported channel that the company launched last month. The Roku Channel currently offers free, ad-supported access to several hundred movies from major studios like Lionsgate, Metro-Goldwyn-Mayer, Sony Pictures and Warner Bros. as well as smaller publishers like American Classics, Fandor, FilmRise, Nosey, OVGuide, Popcornflix, Vidmark, and YuYu. However, Roku has been asking publishers to also grant the company the rights to stream their titles on mobile devices, according to a source familiar with these stipulations.