Roku has acquired vMVPD Frndly TV for $185 million, in a move that signals a shift in strategy from ad-dominated platform revenues toward subscription diversification. For a company that has long leaned on advertising dollars while watching its Devices business flounder, the acquisition shows Roku laying foundations for a broader vertically integrated content play. The clue is in the name with Frndly TV—a self-described “family-friendly” streaming service offering a skinny bundle of 50 live channels (Hallmark, Lifetime, A&E) plus thousands of hours of on-demand content. Prices start at $6.99 a month, and top out at $12.99, with additional monetization via ads. Denver-based Frndly TV is built for the middle of the market—essentially cord cutters who still want live TV, just…