First dongles. Now an original movie. Next: streaming domination? TVMoJoe reports on how Roku wants to get you into its own streaming ecosystem
Streaming platforms don’t live or die on the strength of an individual show or movie, but one project can make a huge difference. Netflix, for example, was taken a lot more seriously as an original programmer afterHouse of CardsThe Marvelous Mrs. Maisel. Now, Roku is poised to have its own moment of validation thanks to a very unlikely recruit in the content wars: “Weird Al” Yankovic.
While the company still very much wants to sell you a Roku player, it is now far more interested in getting you into its own streaming ecosystem. Much the way Netflix execs like to talk up their “virtuous cycle” of spending, Roku views its content and advertising business as a “flywheel,” according to Rob Holmes, VP of programming for Roku. “By being able to bring in great content for our users, we can generate a large volume of users, and we then have this really significant scale that makes us appealing to advertisers,” he says.
We’re trying to help them when they’re just looking to watch something on television. The fact that it’s free makes it a very compelling value proposition. While Roku’s content flywheel strategy seems to be on solid footing, the company’s overall situation right now is not quite as rosy. Like so many other new media companies this year, its stock has taken a battering. Even if it’s not reliant on growing subscription numbers like Netflix, it has felt the pressure from the rising uncertainty about the overall economy and consumer spending.
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