Roku Simplifies Direct-to-Consumer Video Distribution, Monetization6 Oct, 2016 By: Erik Gruenwedel
Roku, together with Netflix, helped create over-the-top video via a line of streaming media devices. Now, the Los Gatos, Calif.-based manufacturer is updating its publishing arm, a YouTube-like platform that enables content creators to distribute and monetize video directly to consumers.
Dubbed “Roku Direct Publisher,” the platform helps users launch streaming channels without entering a single line of code. The channels can be showcased to Roku’s 10 million households featuring ad-supported content managed by Roku Audience Network.
Roku said ad-supported video content is the fastest growing segment on the platform, with 30% of all streaming ad impressions flowing through Roku, according to Freewheel data.
The streaming media device company keeps 60% of net video ad revenue generated via the Roku Audience Network.
“Building streaming applications typically involves significant time, development resources and costs in order for publishers to reach and engage TV viewers effectively. With Roku Direct Publisher, we are empowering content owners to be able to get on the platform quickly, develop an audience and drive monetization,” Bill Shapiro, director of product management for the Roku OS, said in a statement. “It’s a great solution for content owners and will also result in a lot of new and interesting channels for viewers.”
Roku said video creators soon would have their content automatically included in Roku Search and My Feed — the latter providing updates on content. The company’s publishing platform also provides performance metrics, including streaming minutes, number of installs and un-installs, among others.