Roku’s Strategy To Help Us Survive In Overcrowded, Fragmented Streaming Jungle
Charlie Collier, the president of Roku Media, discusses the platform’s biggest hits
Last Tuesday, at NeueHouse in New York, there was a significant appointment about the future of streaming services in this bundling and post-easy-money era. Matt Belloni, entertainment journalist at Puck, had a lengthy conversation with Charlie Collier, president of Roku, the streaming service aggregator.
With nearly half of the people who access connected televisions connecting through Roku, Collier sits in a privileged observation point to scrutinize the highly fragmented and overcrowded market of movies, series, and programs we watch online.
“What’s remarkable is how much of the audience is driven through the front door that is Roku. There’s an opportunity to really bring the industry and advertisers great value because we have 82 million active accounts. And then you’ve got 120-plus million people coming through your front door every day: that’s Super Bowl size,” said Collier, who left a job at Fox to take the reins of Roku, because he likes to be at “the top of the funnel (…) we’re really good at getting people to content.”, he explained.
Roku’s approach is not about favoring specific originals but acting as the lead-in to diverse content, helping its broad user base to find what they like. He noted that while Roku couldn’t afford to pay for original content as much as some giants like Amazon or Netflix, their platform’s power lies in promoting and directing viewers to diverse content, including sports. This approach, referred to as the “Lord of the Rings” strategy, involves leveraging highly popular and recognizable content to attract a large audience and enhance overall engagement.
More than the fantasy trilogy signed by Peter Jackson, sports are the real user catch for Roku. In this sense, Collier can boast for having snatched the Major League Baseball games from NBCUniversal’s Peacock. Starting May 19, Roku will stream Sunday MLB games for free on the Roku Channel. “With this deal – Collier declared in a statement – Roku delivers free, live, weekly Sunday baseball and 24/7 baseball curation, destinations and channels across our platform. It’s a terrific partnership.”
Discussing bundling and partnerships, the CEO recognized the industry’s trend towards bundled services, noting recent moves by Comcast and the anticipated Disney+ and Hulu bundle. Once more, he emphasized Roku’s role in simplifying content discovery in a fragmented market, comparing their service to a bundle that guides users to desired content efficiently.
Source: Puck
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Charlie Collier, the president of Roku Media, discusses the platform’s biggest hits
Last Tuesday, at NeueHouse in New York, there was a significant appointment about the future of streaming services in this bundling and post-easy-money era. Matt Belloni, entertainment journalist at Puck, had a lengthy conversation with Charlie Collier, president of Roku, the streaming service aggregator.
With nearly half of the people who access connected televisions connecting through Roku, Collier sits in a privileged observation point to scrutinize the highly fragmented and overcrowded market of movies, series, and programs we watch online.
“What’s remarkable is how much of the audience is driven through the front door that is Roku. There’s an opportunity to really bring the industry and advertisers great value because we have 82 million active accounts. And then you’ve got 120-plus million people coming through your front door every day: that’s Super Bowl size,” said Collier, who left a job at Fox to take the reins of Roku, because he likes to be at “the top of the funnel (…) we’re really good at getting people to content.”, he explained.
Roku’s approach is not about favoring specific originals but acting as the lead-in to diverse content, helping its broad user base to find what they like. He noted that while Roku couldn’t afford to pay for original content as much as some giants like Amazon or Netflix, their platform’s power lies in promoting and directing viewers to diverse content, including sports. This approach, referred to as the “Lord of the Rings” strategy, involves leveraging highly popular and recognizable content to attract a large audience and enhance overall engagement.
More than the fantasy trilogy signed by Peter Jackson, sports are the real user catch for Roku. In this sense, Collier can boast for having snatched the Major League Baseball games from NBCUniversal’s Peacock. Starting May 19, Roku will stream Sunday MLB games for free on the Roku Channel. “With this deal – Collier declared in a statement – Roku delivers free, live, weekly Sunday baseball and 24/7 baseball curation, destinations and channels across our platform. It’s a terrific partnership.”
Discussing bundling and partnerships, the CEO recognized the industry’s trend towards bundled services, noting recent moves by Comcast and the anticipated Disney+ and Hulu bundle. Once more, he emphasized Roku’s role in simplifying content discovery in a fragmented market, comparing their service to a bundle that guides users to desired content efficiently.
Source: Puck
Share:
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