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Roku: We are an Advertising Company
By: Digiday
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Roku is best known for its video streaming hardware, but it’s the data that the company collects from its 22 million registered users that will fuel the company’s growing advertising ambitions.

In addition to being a distribution platform for apps from other companies, Roku also programs an app of its own called the Roku Channel. Launched in September 2017, the channel offers movies, TV shows and even linear news feeds from TV and digital programmers. Roku said it’s the fifth-most popular app on the platform in terms of reach, but declined to share specific audience numbers. At the end of June, Roku said it had 22 million registered users — though the Roku channel is also available online and on iOS and Android devices through the Roku app.

The channel is likely become a bigger part of Roku’s advertising business, which eMarketer projects to pull in $293 million this year, making Roku one of the top over-the-top advertising sellers in the U.S. behind Hulu. Roku itself has said that it expects ad revenue to surpass the amount of money it makes from device sales this year. And while Netflix, Amazon and Hulu have a stranglehold on the subscription side of the OTT industry, Roku has a shot at becoming one of the biggest players in ad-supported streaming video.


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About the Author
This article was published on Digiday.com.  A full link to the original piece is after the story. www.digiday.com
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