Why Roku Is Doubling Down on Free Content and Linear Channels in an On-Demand World

5 Questions: “Nine out of 10 people are looking for free content on our platform,” Roku programming VP Rob Holmes says

In a world dominated by SVOD services like Netflix and Amazon, Roku’s VP of programming Rob Holmes believes ad-supported content is still a big value play for companies fighting for their share of eyeballs. “Nine out of 10 people are looking for free content on our platform,” Holmes told TheWrap.

With over 5,000 OTT apps available on its service to analyze, Roku is a company with a strong understanding of the OTT ecosystem. The company has evolved from being a hardware company making a majority of its money from the sale of streaming boxes, to growing an advertising business whose revenues now outpace hardware sales.

Part of this achievement comes from the company’s investment in a Roku-branded ad-supported streaming service, The Roku Channel, which the company plans to dedicate more resources to throughout this year. That content expansion has led to hiccups, like Roku’s decision to add conspiracy theorist Alex Jones’ InfoWars channel to the site in January — which the company reversed one day after launching, citing objections from “concerned parties.” (Holmes declined to comment further on the InfoWars case.)

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