Steaming has certainly seen it’s already-rising prominence in the entertainment industry rocket during the tumultuous year that has been 2020. Super-streaming video platform ROKU is not alone in seeing huge growth, but it’s one that’s well worth watching. Generally seen as an ‘onramp’ to full internet TV services for consumers, it has boomed during the global health crisis.
The company has humble beginnings. Based in California, it was a unit of Netflix, primarily producing the company’s first set-top boxes. They parted ways in 2007, however, when the more famous streaming partner moved away from hardware. That didn’t slow the company down much. Continuing to make their set-top boxes, they diversified into streaming sticks so they could offer internet video services like Hulu, Amazon Prime and, of course, Netflix, as a third-party ‘super streamer’. It would also go on to license an OEM operating system for Smart TVs, too.
ROKU’s revenue generation model hinges on advertising through the platform and ad-supported services like its own ROKU channel. It also takes a chunk of all pay-per-view and subscription revenue for third-party services it hosts on the platform. In turn, customers are offered convenience as all these niche streaming platforms are compressed into one product.
It’s a model that may well serve the platform well. We’re seeing a rising trend of consumers turning away from subscription streaming to free, but ad-supported internet video networks. Especially as consumers face pressure to tighten budgets and trim the fat from their entertainment allowances.
In short, ROKU has proven able to weather huge revolutions in its business structure and show smart predictive sense regarding trends. While they remain a smaller player in the streaming market, they’re certainly one it’s worth watching.
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