How Can Roku Help OTT Content Providers Succeed?
Learn more about OTT monetization at Streaming Media East.
See complete videos and other highlights from Streaming Media West Connect on Streaming Media's YouTube channel.
Read the complete transcript of this video:
Eric Schumacher-Rasmussen: How can a platform like Roku help content providers succeed with the various business models?
Mike Gamboa: First off--and I think Mark can probably agree with me--OTT is really hard. And so I think discovery is probably the biggest challenge for any OTT service, regardless of your business model. That's one where Roku is really trying to build best-in-class tools to drive content discovery. From the moment a user purchases a device, we have discovery elements within the UI. We have banner ads, Featured Free search, and then we have the Roku channel, which is one of becoming one of our biggest drivers of engagement and discovery for content partners looking forward to the Rotten Tomatoes content there. So I think for each business model, what we've done is try to build best-in-class tools for SVOD services.
We have a one-click signup, which utilizes the credit card that's on file for a Roku user, your subscription management retargeting capabilities. So we can actually target a user with a banner ad on the homescreen for someone who has fallen out of the signup flow. If they try to sign up for HBO and, for one reason or another, decide not to continue that or complete that signup, we can retarget those users and help HBO acquire a sub on the platform. And then for AVOD services, we really help partners monetize their content. So we help bring demand. We enable access to third-party data or enable access to data. And then we have third-party integrations with measurement services like Nielsen and comScore to help our AVOD services really monetize that content. So ultimately, our view is it's a virtuous cycle where Roku has access to 40 million-plus households. We have discovery tools to enable partners to drive and build a massive audience, and tools to help them monetize that audience. So they can reinvest in the platform and continue to drive more users. So I would say it's definitely about helping in discovery and then monetization to help our partners succeed.
Related Articles
Are cord-cutting and FAST driving OTT growth in 2022? Roku US Head of Verticals Jessica Masters discusses OTT monetization and emerging viewership and adoption trends in OTT in this interview with Streaming Media's Tim Siglin at Streaming Media East 2022.
28 Jun 2022
Roku Director of East Coast Sales Jessica Masters discusses how Roku has deployed OneView to help users leverage cross-channel streaming data since acquiring dataxu.
20 May 2022
Xumo SVP, Product Chris Hall discusses how Xumo approaches partnering with content owners on distribution and monetization in this clip from Streaming Media East Connect 2021.
21 Jul 2021
Roku's Mike Gamboa and VUDU's Mark Young discuss the pros and cons of OTT services that use hybrid monetization models.
18 Jan 2021
Verizon's Darren Lepke discusses traditional and emerging OTT ad operations strategies in this clip from Streaming Media West Connect.
15 Jan 2021
Axios' Sara Fischer, Fandango's Mark Young, and Roku's Mike Gamboa discuss how innovations in OTT services and aggregation can make content more discoverable and subscription management more transparent to viewers.
13 Jan 2021
Revry's Damian Pelliccione and Cinedigm's Erick Opeka offer strategic advice to OTT channels trying to attract an audience and build a brand in this clip from Streaming Media West Connect.
13 Nov 2020
HBO's Sarah Lyons explains how HBO approaches algorithm-driven recommendations and human curation in personalization on the HBO Max OTT channel in this clip from a panel at Streaming Media West Connect 2020.
30 Oct 2020