Roku has announced that content from the Roku Channel will become more broadly available for streamers across the Google TV smart TV platform. Roku has given no explicit date for when this integration will occur but has stated that the changes will roll out over the coming weeks.
The Roku Channel is Roku’s free streaming app that featuring a growing content library of more than 80,000 free movies and TV shows.
This new integration with Google TV will soon make it so that the home screen will suggest recommended Roku content in new rows such as “Featured on The Roku Channel,” “Free live TV” and more, right from the Google TV home Screen. Additionally, Google TV users will gain access to more than 500 FAST channels from Google TV’s “live” Tab – Google TV’s hub for free live TV. This, according to Roku will include a wide variety of free programming across news, sports, cooking, DIY, music, and more.
Users will also be able to jump back into shows they were watching on the Roku channel through the home page on their Google TV.
The new updates expand the growing reach of FAST channels across smart TV platforms, a segment of the streaming industry that refers to Free Ad-Supported TV. With the popularity of FAST channels exploding this year among consumers, providers like Roku have rushed to capitalize on the growing market segment, with competitor Netflix inking a deal with DISH to bundle its service into satellite TV subscriptions.
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This growth has also led to struggles from within the broadcast TV industry, with the recent DISH and DirecTV merger originally being viewed as a measure to compete with the streaming TV market, before it ultimately fell apart. This increased pressure has also led to Comcast divesting its cable TV business with the company citing the move as a positioning to “play offence in a changing media landscape.“
These changes, however, have also attracted the attention of companies like The Trade Desk, who, despite the advertising industry still existing within its doldrums, has been able to pull in record profits from its Connected TV advertising business. This has led the company to create its own smart TV platform, being called Ventura OS, which it hopes will boost transparency and improve the viewing experience of ad-supported channels for users and advertisers alike.
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