If media companies want people to spend more time watching videos through their over-the-top or connected-TV apps, they might want to give viewers something to watch immediately.

That was the idea Jukin Media had in July when it made a switch on Roku for its comedy brand, FailArmy. When users open FailArmy on Roku, instead of a standard on-demand menu, FailArmy would launch into a TV-like linear stream. Since making the switch, the average watch time has increased from 24 minutes per session to 64 minutes.

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