The Roku Channel Reaches 56 Million Viewers, Will Have ‘Improved Capabilities’ in the Future
During their Q4 2019 earnings call yesterday, Roku executives revealed that The Roku Channel had a stellar year in 2019. According to Scott Rosenberg, senior VP & GM of platform business, the service’s active accounts reached “about 56 million viewers,” and the streamer saw the addition of 40 premium services, 55 linear channels as well as kids and family content.
“This is just a demonstration of the growth of content available to consumers in The Roku Channel. Every quarter, we’ve had new announcements in that regard. And it’s led The Roku Channel to be one of the largest channels on the platform and to deliver great reach for our advertisers. It’s also a place where we can deploy new ad capabilities, sponsorships and other types of brand integrations. Those types of integrations are exciting for brands because they go beyond the 15- to 30-second spot and create a new way for them to reviewers in this new streaming experience,” Rosenberg said.
With The Roku Channel doing so well, the company is looking into incorporating it into the Roku platform more. “A big part of our focus is improving the capabilities of The Roku Channel, making it more integrated with our platform, things like machine learning. And so there are many ways we can drive viewership as well as content in that particular application,” said Anthony Wood, Roku’s founder, chairman, president and CEO.
Earlier this week, The Roku Channel announced the addition of “Sesame Street” short videos to its Kids and Family section. The new offering will feature Elmo, Big Bird, Abby and the rest of the beloved characters free of charge. Users who are subscribed to HBO via Premium Subscriptions on The Roku Channel can also watch full episodes of the classic show.
In addition to adding “Sesame Street” videos, Roku also announced they created new content categories within the Kids and Family section. Users can now find content based on themes. Simply enter keywords, such as “cars,” “trains,” “jungle” or “challenges,” and a host of collections for that theme will come up.