TV aggregator Roku to launch its players in Germany

Roku television aggregator

Television aggregator Roku has said it would launch its streaming players in Germany later this year, seeking to capitalize on a pandemic-driven shift towards watching more VOD (video on demand).

Roku will offer content from local partners Seven One Entertainment Group, RTL Deutschland and Sky Deutschland, as well as big names Netflix, Amazon.com Inc’s Amazon Prime and Disney+.

San Jose, California-based Roku started in 2008 by marketing streaming players before developing a proprietary operating system that, it says, offers a smooth and easy interface for choosing what to watch on TV.

In Germany, Roku would compete with rivals including the Amazon Fire TV stick and Google Chromecast.

Building on its core US franchise, Roku entered the UK market two years ago as a software partner for smart TV maker Hisense, but is taking a different approach in Germany by going in first with its plug-in player.

“There is a very big secular shift to streaming – that’s a trend that was accelerated last year by the pandemic,” Arthur van Rest, the executive leading Roku’s international expansion, told journalists at our partner news agency Reuters in an interview.

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Instead of passively consuming scheduled programming, viewers increasingly watch what they want, when they want to. “TV and the way that it’s being consumed are shifting dramatically – and we are right at the heart of that,” he added.

Roku’s focus on offering the best platform for viewing video on demand means, said van Rest, that it expects to displace existing smart TVs as the software installed by the manufacturer fails to keep pace.

At the same time, offering an attractive interface is interesting both for publishers and advertisers as they seek to tap in to a German market where nearly half of households already have one or more subscription video deals.

Details on pricing of its streaming players and its retail distribution partners will follow, Roku said. Roku charges GBP29.99  (approximately $41.48) a month for its streaming player in Britain, with users paying for subscription channels like Netflix on top.

The team at Platform Executive hope you have enjoyed the ‘TV aggregator Roku to launch its players in Germany‘ article. Automatic translation from English to a growing list of languages via Google AI Cloud Translation. Initial reporting via our official content partners at Thomson Reuters. Reporting by Huw Jones. Editing by Douglas Busvine in Berlin. Editing by Matthew Lewis.

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