Roku Targets Pay TV for Potential Partners

-Will Give It a Big Advantage in International Markets
-Apple Is Being Left in the Dust

Roku is looking to expand its relationships with the pay TV providers of the world. It is now licensing its streaming platform technology to pay TV providers that are interested in developing a streaming and on-demand service for their subscribers. The program is directed specifically to pay TV providers outside the US.

The announcement is shrewd for two reasons: First, as the net-top box market becomes more crowded, consumers will place more emphasis on the type of content each box can offer. By partnering with the pay TV providers in markets where Roku is available, the company will be assuredly able to offer viewers content that no other NTB can compete with.

Second, the program aims to integrate linear TV and OTT content services more fluidly, which Roku knows is the next frontier in the NTB market. Apple and Roku (and the other NTBs makers) are quietly competing to be the first to do successfully.

Roku-3-with-Headphones

Roku streaming player plus remote control

Steve Shannon, general manager of content and services, said Roku is “an ideal strategic partner” for pay TV providers looking to bring their TV services into the 21st century. “There has been incredible demand from pay TV providers for a simple way to address the increasing consumer interest in Internet-delivered entertainment,” he said.

Roku first partnered with BSkyB for the launch of Sky’s Now TV box, a streaming video service that offers a slimmed-down Sky pay TV package, available online. The partnership…

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