Marking a significant milestone in the deployment of a leading OTT interface, Roku says more than 1 million smart TV sets that use its operating system have been sold in the U.S.
As pay-TV operators mull strategies on how to deploy video into a landscape that is increasingly IP-driven, Roku's rapid infiltration as a native app in American homes is notable, especially considering that Roku only started integrating its interface into smart TVs in 2014.
In an announcement of the milestone targeted to the CES trade show in Las Vegas this week, Roku said its hardware partners -- which include Haier, Hisense and TCL -- plan to introduce nearly 60 new Roku-integrated models this year.
In fact, according to Roku, TCL will be the first to ship a 4K set powered by Roku, with deployment targeted for late this year.
Roku has successfully infiltrated the smart TV market by providing a way for upstart brands to offer an advanced user interface comparable to what is found in TV sets offered by more established brands like Samsung and Sony. Very quickly, Roku has captured an 8 percent share of the smart TV market in the U.S.
Roku is one of the most popular multiscreen platforms, with most authenticated and over-the-top channels offering apps that run on it.
"Consumer response and engagement has been tremendous, and our TV partners have secured great retail placement and stellar product reviews that have led to strong sales results," said Chas Smith, general manager of OEM for Roku. "We expect momentum for Roku TV to accelerate as we continue efforts to add new TV partners while expanding our work with existing partners to bring many more Roku TV models to the U.S., Canada and soon Mexico."
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