What was the revenue generated by Roku's ad business in the previous quarter? 
nsed operating system. And I personally, as we said before, we don't think that's sustainable. And you see that in the market share, generally declining for these legacy TV companies as companies like Roku license ROS and gain share.
And so in the U.S., I think you're going to see a lot of our share growth come from decline in share from the usual big Tier 1 TV companies, which has been happening and will continue to happen. There was a bit of a -- if you look into the details, it was a little bit of a reversal of that trend, slightly, recently, due to supply chain issues because it was easier to get TVs out of non-Korean -- sorry, out of non-Chinese companies, countries. It's particularly hard to get TVs shipped and built out of China, and our partners are primarily Chinese. So that impacted us more, but that's temporary.
And I think that general trend, that the world will move entirely to a licensed OS is -- will continue to happen, and that will be a source of growth in the U.S. Internationally, there's -- we're just newer to the market there. And so every time we enter a country, we're displacing existing TV companies. And like I said before, consumers like our products and our market share continues to grow, it starts growing immediately once we enter a country, and we're seeing good results.
So we're going to continue to push on international and domestic expansion of accounts. There's lots of ways to keep growing it, and that's what we're going to keep doing. I mean if you think about the big picture, we believe all TV is going to be streamed. That means there's 1 billion broadband households around the world.
They're going to get all their TV through streaming. So a pretty small percent of those are actually doing that today.
Scott Rosenberg -- Senior Vice President, General Manager
Hey, I'll take the second part of your question, which I think amounts to do we see any near-term feelings or limitations in our ability to keep scaling the ad business? And I'd say that's generally not a concern of ours. First of all, as Anthony has pointed out a few times in this call, there's still a pretty significant gap between user engagement and the ad investments. So there's a lot of headroom there. We're also -- as fast as we're growing, we're still -- we still sell a minority of the ads on our own platforms.
So there's a lot of inventory flowing through the Roku platform for us to both sell as well as through our OneView Ad Platform to add value. So even if the transaction isn't our own media sale, even if it's a publisher on our platform, we can apply the same identity data optimization capabilities through our OneView Ad Platform that our advertisers have come to expect when they're buying media from us directly. You talked about ad load, which I heard is like would we float the ad load up. We're pretty passionate about the user experience here and not floating the ad load up.
But there are lots of other opportunities in the Roku experience to create consumer-friendly touch points for brands. And this is part of why we've invested in the Roku Brand Studio. It gives brands an opportunity to author content with us, put together experiences, content first, content-led experiences that are brought to you by that brand. So that's a particularly interesting dimension for us to keep growing the ad business in beyond 15 and 30 second in-stream spots, and we've got a lot of interesting executions we're doing there.
We also keep getting better at optimizing for outcomes, whether that's driving a consumer to visit an advertiser's website or buy a product. And that gives us pretty good leverage too because the better we get at that optimization and especially as our clientele mixes over time to what we think will be a more heavy focus on outcomes our ability to keep optimizing means our inventory will work harder both for Roku and for our advertisers. So all to say that I think there are a lot of dimensions of continued growth for the ad business going forward.
Operator
Thank you. Our last question comes from the line of Jeffrey Rand
nsed operating system. And I personally, as we said before, we don't think that's sustainable. And you see that in the market share, generally declining for these legacy TV companies as companies like Roku license ROS and gain share.
And so in the U.S., I think you're going to see a lot of our share growth come from decline in share from the usual big Tier 1 TV companies, which has been happening and will continue to happen. There was a bit of a -- if you look into the details, it was a little bit of a reversal of that trend, slightly, recently, due to supply chain issues because it was easier to get TVs out of non-Korean -- sorry, out of non-Chinese companies, countries. It's particularly hard to get TVs shipped and built out of China, and our partners are primarily Chinese. So that impacted us more, but that's temporary.
And I think that general trend, that the world will move entirely to a licensed OS is -- will continue to happen, and that will be a source of growth in the U.S. Internationally, there's -- we're just newer to the market there. And so every time we enter a country, we're displacing existing TV companies. And like I said before, consumers like our products and our market share continues to grow, it starts growing immediately once we enter a country, and we're seeing good results.
So we're going to continue to push on international and domestic expansion of accounts. There's lots of ways to keep growing it, and that's what we're going to keep doing. I mean if you think about the big picture, we believe all TV is going to be streamed. That means there's 1 billion broadband households around the world.
They're going to get all their TV through streaming. So a pretty small percent of those are actually doing that today.
Scott Rosenberg -- Senior Vice President, General Manager
Hey, I'll take the second part of your question, which I think amounts to do we see any near-term feelings or limitations in our ability to keep scaling the ad business? And I'd say that's generally not a concern of ours. First of all, as Anthony has pointed out a few times in this call, there's still a pretty significant gap between user engagement and the ad investments. So there's a lot of headroom there. We're also -- as fast as we're growing, we're still -- we still sell a minority of the ads on our own platforms.
 So there's a lot of inventory flowing through the Roku platform for us to both sell as well as through our OneView Ad Platform to add value. So even if the transaction isn't our own media sale, even if it's a publisher on our platform, we can apply the same identity data optimization capabilities through our OneView Ad Platform that our advertisers have come to expect when they're buying media from us directly. You talked about ad load, which I heard is like would we float the ad load up. We're pretty passionate about the user experience here and not floating the ad load up.
But there are lots of other opportunities in the Roku experience to create consumer-friendly touch points for brands. And this is part of why we've invested in the Roku Brand Studio. It gives brands an opportunity to author content with us, put together experiences, content first, content-led experiences that are brought to you by that brand. So that's a particularly interesting dimension for us to keep growing the ad business in beyond 15 and 30 second in-stream spots, and we've got a lot of interesting executions we're doing there.
We also keep getting better at optimizing for outcomes, whether that's driving a consumer to visit an advertiser's website or buy a product. And that gives us pretty good leverage too because the better we get at that optimization and especially as our clientele mixes over time to what we think will be a more heavy focus on outcomes our ability to keep optimizing means our inventory will work harder both for Roku and for our advertisers. So all to say that I think there are a lot of dimensions of continued growth for the ad business going forward.
Operator
Thank you. Our last question comes from the line of Jeffrey Rand