Television aggregator Roku Inc said on Monday it would launch its streaming players in Germany later this year, its second big European rollout, seeking to capitalize on a pandemic-driven shift towards watching more video on demand.
San Jose, California-based Roku started in 2008 by marketing streaming players before developing a proprietary operating system that, it says, offers a smooth and easy interface for choosing what to watch on TV.Building on its core U.S. franchise, Rokutwo years ago as a software partner for smart TV maker Hisense, but is taking a different approach in Germany by going in first with its plug-in player.
Instead of passively consuming scheduled programming, viewers increasingly watch what they want, when they want to. "TV and the way that it's being consumed are shifting dramatically - and we are right at the heart of that," he added. At the same time, offering an attractive interface is interesting both for publishers and advertisers as they seek to tap in to a German market where nearly half of households already have one or more subscription video deals.
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