It's possible you are reaching a phony web site that claims to be Roku (but isn't). Make sure you are going to https://my.roku.com/link to enter the code.
The scammers are getting a lot of people to pay money to link their new Roku devices because their phony site naturally won't work. If you get a phone number on the web page to call, DO NOT CALL IT. They are absolutely scammers, because Roku does not have telephone support.
Dan
Roku Community Streaming Expert
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