June 3, 2021
Roku is upping its original content portfolio. The subscription streaming VOD market co-founder June 3 announced the launch of “Roku Recommends,” a new 15-minute weekly entertainment program that uses Roku data to highlight content suggestions, including movies and TV shows, across the Roku platform.
The program is co-hosted by Emmy winner Maria Menounos and sports/entertainment personality Andrew Hawkins, presenting the top five titles to stream each week across the thousands of channels on Roku. “Roku Recommends” is the first production from the new Roku Brand Studio, whose mission is to create advertiser-driven content for TV streaming.
Roku, citing Nielsen data, contends the average streamer spends more than seven minutes searching for content. The new recommendation series aims to shrink that time span.
The streaming device manufacturer and content aggregator recently launched its first original licensed scripted series, “Cypher,” in addition to making available all episodes of “This Old House.” The service also began debuting original content acquired from shuttered SVOD service Quibi.
“Roku Recommends” will be available for free on The Roku Channel, with new episodes debuting every Thursday. The series is produced by “Funny Or Die.” Mike Farah, Beth Belew and Jim Ziegler serve as executive producers.
Several national advertisers have signed on as initial sponsors of the program, including Walmart, which will be the premiere show sponsor. Unlike sponsorships on traditional TV, marketers can use the “Roku Measurement Partner Program” to quantify whether their “Roku Recommends” integration reaches SVOD-only streamers, adds incremental reach to their video ad campaign, shifts perceptions of their brand, drives consumers into stores/websites, or moves product off the shelf.
“We are uniquely positioned to use our trending data both to help consumers find movies and shows and to help advertisers go beyond the traditional 30-second ad to entertain streamers who otherwise spend time in ad-free, subscription-only environments,” Chris Bruss, head of Roku Brand Studio, said in a statement.