Roku TV is to continue its onward march throughout Europe via an expansion of its licensing program to enable more manufacturers low-cost smart TVs throughout the continent.
Hisense will be among the first to take advantage of this market with the production of its own branded displays in the UK this autumn, which will combine the Roku operating system and streaming channels with Hisense hardware.
Positioned as a foolproof interface for consumers to navigate content Roku prides itself on eliminating unnecessary menus and options to cleanly present all available content in one place. They also provide access to the Roku channel store which offers a library of 150,000 movies and TV shows.
Roku CEO Anthony Wood said: “While consumers love Roku TV’s simplicity and advanced features, TV manufacturers benefit from the low cost of manufacturing, a variety of technology options, and support from Roku. The ability to quickly bring to market a leading smart TV experience that is regularly updated by Roku and is packed with entertainment gives TV manufacturers an edge in the competitive TV business. We are pleased to bring the Roku TV licensing program to Europe and look forward to the first Hisense Roku TVs in the market this year.”
Roku TV has enjoyed success in the US since its launch in 2014, cornering a third of the smart TV market over the first half of 2019 with over 100 models available and is hoping to replicate that success in other markets.
By fully managing the software ecosystem Roku sits on a wealth of first-party data helping advertisers better target streaming users.