Roku expands device availability in Europe

In the U.S., Roku's strategy is firmly on the platform side of its business. (Roku)

Roku is attempting to ramp up its hardware business today with a pair of announcements regarding device launches in Europe.

Roku is launching a pair of devices in the U.K. The Roku Express, which supports streaming in HD, 4K and HDR at up to 60 fps, is being priced at £29.99. The Roku Streaming Stick+, which includes a wireless receiver and a remote while also offering HD, 4K and HDR, is priced at £79.99.

Both devices will be available online on Oct. 19 and in stores by the end of October.

Roku is also launching the Roku Express in France, where it will be priced at €34,99 and will be available online later this month.

“The Roku Express is one of our most popular streaming players, and we are excited to bring it to consumers in France. It is a great starting point for first time streamers or for people looking to extend the Roku experience to other TVs,” said Chas Smith, general manager of Roku TVs and players, in a statement.

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While casting a wider net overseas for its hardware business, in the U.S. Roku has placed the emphasis of its strategy firmly on the platform side of its business.

Before Roku late last month launched its IPO, the company outlined its strategy for future growth, which includes increasing ad revenue generated by its platform. To that end, Roku announced the launch of its own ad-supported streaming channel.

“Our mission is to be the TV streaming platform that connects the entire TV ecosystem. We connect consumers with the content they love. We help content publishers find their audience and make money. We are pushing TV advertising out of the 1940s—when Bulova watches launched the first TV ad—and into the data-driven, machine learning, era of relevant and interactive TV ads. We partner with TV brands and service operators so they can thrive in this rapidly changing ad world,” said Roku CEO Anthony Wood in an SEC filing.