Roku announced an upgrade to the Roku Channel on Google TV, enhancing user experience for over 270 million monthly active devices. This integration allows users to search for Roku content directly from the Google TV home screen. The update will roll out over the coming weeks.
Roku enhances Google TV integration for 270 million users
The Roku Channel is already established on Google TV, but the new features aim to streamline access to its extensive library. Users can now search for programming without toggling between apps, increasing the ease of finding over 80,000 movies and TV shows. The update also introduces direct access to more than 500 of Roku’s free ad-supported streaming television (FAST) channels, which will appear in the Google TV “Live” tab. This addition facilitates easier navigation for users seeking content across various genres, including news, sports, cooking, and music.
With this expansion, Roku aims to strengthen its presence in the growing FAST market, competing against platforms like Tubi and Pluto. The Roku Channel’s offerings include a mix of licensed content, originals, and live broadcasts, such as select Major League Baseball games. This move mirrors the broader trend of integrating ad-supported content into user interfaces as consumers increasingly favor subscription-free options.
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New features will enable users to resume viewing from where they left off, and Google TV will highlight recommendations for Roku Channel’s shows and movies. Such innovations reflect the ongoing evolution of content delivery systems, addressing viewer demands for seamless access to diverse programming.
According to Horowitz Research’s latest annual report, 66% of TV content viewers in the U.S. utilized FAST platforms each month. This poses challenges for traditional cable providers, prompting them to adapt to a changing marketplace where integrated streaming services become essential for audience retention.
Featured image credit: Roku
