March 16, 2018
Roku and NBC Universal March 16 announced the launch of a reality TV streaming service in the U.K. Dubbed, “hayu,” the service – available on the Roku Channel Store – offers more than 5,000 episodes of U.S. and British reality TV shows, including “Keeping Up with the Kardashians,” and spin-off, “Life of Kylie,” in addition to “The Real Housewives” and “Million Dollar Listing” franchises.
Priced at £3.99 ($5.57), hayu offers subscribers a one-month free trial.
The shows – the majority of which debut on the service the same day as they premier in the U.S. – include on-demand access to catalog episodes from more than 150 shows such as “Vanderpump Rules,” “Top Chef,” “Shahs of Sunset,” and “Bad Girls Club,” among others.
“Reality TV continues to capture the hearts and attention of British consumers,” Ingo Reese, director content acquisition at Roku, said in a statement.
Hayu represents a further attempt by NBC Universal to market direct-to-consumer following the short-lived (one year) SVOD comedy platform SeeSo.
Hendrik McDermott, managing director at hayu, said the service enables NBC Universal to extend distribution of well-known U.S. brands beyond the pay-TV ecosystem in foreign markets.
“The launch of hayu … is an important step reaching even more consumers across the U.K.,” said McDermott.
The service is also available in Ireland, Australia, Norway, Sweden, Finland and Denmark.