What is Roku?

Roku is a company that provides devices and a platform for streaming video content directly to televisions over the Internet, bypassing traditional cable or satellite providers. Roku's products include streaming sticks, set-top boxes, and Smart TVs with Roku built-in, allowing users to access various channels and streaming services like Netflix, Hulu, Amazon Prime Video, and many others.

Roku's platform is known for its user-friendly interface. It offers free and paid streaming content on the platform, including movies, TV shows, news, sports, and live TV. It also provides its own ad-supported streaming channel, The Roku Channel. The Roku ecosystem supports advertising, enabling targeted ad placements and ad-supported streaming options for brands looking to reach audiences on connected TV (CTV).

What is Roku Channel?

It is an American over-the-top (OTT) streaming service launched by Roku, Inc. in September 2017. Users can find different types of content here, including movies and TV shows, supported by advertising.

Originally accessible only on Roku devices, it soon expanded to the web in 2018 and reached UK audiences in 2020. What sets The Roku Channel apart is its impressive lineup—thanks to licensing deals with studios like Sony Pictures, Warner Bros., MGM, and Paramount, viewers can watch different movies and TV shows for free.

Roku took a bold step in 2021 by acquiring Quibi's content library for $100 million, rebranding it as "Roku Originals," and boosting its exclusive offerings. The channel now boasts a catalog of around 40,000 titles, from blockbuster films to classic TV series, drawing an estimated 63 million users by 2022. It's a standout in the streaming market, delivering high-quality content without subscription fees.

How much do Roku's products and services cost?

In 2024, Roku offers various devices at different prices, catering to various user needs, from budget-friendly options to high-performance streaming devices like the Roku Ultra.

Here are some examples (the data is current for 2024, prices may change, and Roku can also offer discounts throughout the year)

Roku Ultra

$99.99

The latest model includes a new quad-core processor, Wi-Fi 6 support, and the updated Voice Remote Pro with backlit buttons and USB-C charging. It supports 4K video with HDR formats, including Dolby Vision.

Roku Express:

Approximately $28.75

This is the most budget-friendly option. It supports HD streaming (up to 1080p) and has a simple remote.

Roku Premiere:

$31.95

It's similar to the Express but supports 4K streaming.

Roku Streaming Stick+:

$45.81

A portable device that plugs directly into the TV's HDMI port, featuring an enhanced voice remote with long-range wireless capabilities.

Roku Ultra LT:

Approximately $67.36

It offers an extended wireless range and an Ethernet port for stable connections but does not include an HDMI cable.

Roku Smart Soundbar:

$124.00

Combines a powerful speaker with Roku streaming capabilities, supporting Dolby Audio and Bluetooth connectivity.

The full info and current prices you may find on Roku's website.

How does advertising work on Roku?

The Roku Channel offers many free content - movies, shows, and live TV supported by ads. Brands can place ads within this content, reaching viewers on a platform with over 70 million active accounts. Advertisers can use various ad formats, including standard video, interactive, pause, and shoppable ads, designed to encourage direct engagement with viewers. Roku supports programmatic ad buying, allowing advertisers to purchase ad inventory in real-time and target specific audiences based on data.

At the same time, the rise of FAST platforms presents advertisers with significant hurdles in maximizing reach and ensuring campaign effectiveness. With thousands of channels across platforms like Roku, Tubi, Pluto TV, and others, audience fragmentation is rampant, making it harder to engage viewers meaningfully.

Walled gardens and data silos restrict unified audience insights, while imprecise cross-channel targeting prevents cohesive campaign execution. Disjointed measurement and attribution add complexity to performance analysis, unmanaged frequency risks overexposing audiences, and concerns around poor brand safety further hinder campaign success. Ineffective budget allocation and optimization only exacerbate these challenges, leaving advertisers grappling with how to make the most of their investments.

So what to do with all those difficulties? Platforms like Simulmedia’s can help advertisers bridge the gaps between platforms like Roku, Tubi, and others to maximize reach through our data-driven approach.