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An exploration into how Roku is advancing its content and advertising business, as audiences increasingly move to TV streaming. Roku SVP/GM, Platform Business Scott Rosenberg talks about viewership…
An exploration into how Roku is advancing its content and advertising business, as audiences increasingly move to TV streaming. Roku SVP/GM, Platform Business Scott Rosenberg talks about viewership trends and what its impact will be on the future of the TV industry.
Rosenberg says, that over the past year, “We had a 55% growth in streaming hours. That’s our measure of user engagement. We’re the number one TV in the US. 38% of all smart TVs sold in the US were powered by the Roku operating system. We’re number one in Canada as well. I’d attribute this to really two factors. One is this is a secular transition. All television’s going to be streamed. Everybody’s going to leave the traditional pay TV package. That was a trend that was well underway before the pandemic. But the pandemic really accelerated the transition. That really owes to the drying up of live sports and news, so the pay TV package just wasn’t as attractive to the consumers who were still in the pay TV package. It really created the incentive for consumers to cut the cord. About a third of US households have now cut the cord. Among our universe, 92% of Roku consumers who’ve cut the cord have said that they’re very satisfied and they’re not going back. So the pandemic really pulled forward, accelerated a bunch of change that was already well underway. Roku’s done well because of our product offerings, because we keep the user experience simple and intuitive. It’s a great content line up. The value equation’s really there. You can get into a Roku streaming stick for 29 bucks, or you can get an incredible 65-inch television with Roku built in.”