Digiday+ Member Article

Roku is already one of the biggest names in ad-supported streaming video. And as the company’s free streaming channel, The Roku Channel, takes center stage on Roku’s platform, marketers are taking a closer look at the offering.

The key hits:

  • The Roku channel is the fifth-biggest app and third-biggest ad-supported app on Roku, which has 23.8 million registered users overall.
  • In a pitch deck, Roku is pitching marketers on its ability to help them reach cord-cutters, cord-nevers and even light streaming video viewers.
  • Roku’s argument is that when users are not in subscription services, they’re coming to The Roku Channel, among a handful of other free streaming services.
  • Marketers are finding value in The Roku Channel, which is nabbing CPMs between $32 and $40, according to buyers.
  • Roku is also pitching marketers on its “OTT partner network,” which the company is using to increase distribution of The Roku Channel outside of Roku.

Launched a year ago, The Roku Channel features a wide selection of old movies and TV shows as well as linear news feeds from traditional and digital programmers. In a pitch deck presentation for marketers, Roku says The Roku Channel is the fifth-biggest app on Roku when measured by “active account reach” and the third-biggest ad-supported app. Roku claims 23.8 million registered users.

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