Download - Roku
TV Network Apps & Platform as a Product
Pete Johnson & Austin Maier
Internet Connected TV Devices
❖ Mirroring & Apps:
❖ Roku
❖ Apple TV
❖ Amazon Fire TV/Stick
❖ Casting/Mirroring Only:
❖ Chromecast
The Platform as Product: Roku
What is Over the Top?
“Delivery of media over the Internet without the involvement of a multiple-system operator in the control or distribution of the content.”
Target Audience
Roku's Positioning
❖ “The most common mistake tech companies make with TV is they make it too complicated... [Apple TV] is an accessory”
❖ “[Roku’s target market] is people who watch TV”-Anthony Wood, Roku CEO
Roku's Business Strategy❖ Four Devices:
❖ Roku TV Stick
❖ Lightweight, HDMI, Remote
❖ $49.99
❖ Three Roku Set Top Boxes
❖ Vary in video quality and accessories❖ Remote, Headphone Jack, Mirroring
Capability
❖ $49.99 - $99.99
❖ 10 Million Devices Sold (Since 2008 Launch)
Roku’s Programming & Production
❖ No Original Programming or Licensing
❖ Content Available through Apps:
❖ TV Network Apps
❖ Film/TV Rental Apps
❖ General Entertainment & Information Apps
❖ Weather, News, etc.
❖ Games
❖ Sports Apps
“One Stop” Search Function
Apple TV
❖ Apps
❖ Using remote control, iphone app, or bluetooth Keyboard
❖ AirPlay (Mirroring)
❖ Integration with Apple products
❖ Most expensive option
❖ $99 + Accessories
❖ Targeted at Apple Users
❖ Integration across all devices
❖ Massive iTunes Library
Chromecast
❖ Minimalism
❖ “Cast” from Phone, Tablet, or Computer
❖ “Chromecast-ready” Apps
❖ Or Chromecast Browser Mirroring
❖ Extension of Your Device
Amazon Fire TV & Amazon Fire Stick
❖ Similar to Roku in functionality
❖ Apps, Mirroring, Remote
❖ 3X Faster, Over 200,000 movies
❖ Focus on Amazon Prime
❖ Grow Prime customer base
❖ Gaming Bundle
Internet-Connected TV Devices: The Future
❖ Roku TV
❖ Step backward or forward?
❖ Return to “Smart TV”
❖ Return to family hearth?
❖ Who will win the Dongle War?
❖ FCC: Redefinition of MVPD
Social
❖ Roku
❖ Headphones allow for individual viewing (i.e. you can watch TV without disturbing those around you doing something else)
❖ Contrasts with TV Everywhere Apps which enable individualized viewing anywhere anytime
❖ Encourages the return to the Living Room: a family space where TV can be watched
TV Network Apps
Free TV Network Apps on Roku
❖ 3ABN (9 channel multiplex)
❖ blip.tv
❖ Break.com
❖ CNBC Real-Time
❖ Crackle
❖ Crunchyroll
❖ Dailymotion
❖ Euronews
❖ Google Play Movies & TV
❖ Livestream
❖ NASA TV
❖ PBS†
❖ Radio Paradise
❖ Revision3
❖ Rustavi 2
❖ Slacker
❖ SnagFilms
❖ TED Talks
❖ United States Hockey League
❖ Vevo†
❖ Vimeo
❖ YouTube
Selected Premium Apps on Roku
❖ Amazon Instant Video
❖ WatchESPN
❖ Full Moon
❖ Hulu Plus
❖ Major League Soccer
❖ MLB.TV
❖ Netflix
❖ NBA League Pass
❖ Vudu
❖ Now TV
❖ Pets.TV
Selected Apps on Competing Devices
❖ NBC App
❖ NBC Live Extra
❖ Watch ABC
❖ Fox Now
❖ Fox Sports Go
❖ FX Now
❖ HBO GO
The Broadcast Networks
❖ NBC, CBS allow users to watch full episodes without Cable subscription
❖ ABC and Fox allow for select episodes without a cable subscription and more content available when signing in through an MSO
SportsWatchESPN
❖ Must receive ESPN subscription to log into WatchESPN
❖ Gives the user the ability to stream, on-demand:
❖ all the ESPN networks
❖ Select Live events
NBC Live Extra
❖ Slogan: NBC Sports Live Extra... anywhere, anytime
❖ Requires Cable or Satellite Subscription
Fox Sports Go
❖ Slogan: “Fox Sports GO - put FOX Sports in your Pocket and Go”
❖ Requires Cable or Satellite Subscription
❖ NFL excluded from Phone apps due to legal restrictions with NFL
Niche Television
HBO Go
❖ Launched in 2010
❖ iOS and Android apps launched in April 2011
❖ October 2011 Roku is the first of its kind to connect to the service
❖ Must have a current HBO Subscription through a Cable or Satellite Provider
❖ Access to wide selection of content including
FX Now
❖ Heavily Advertising Simpsons
❖ App has separate tab for the Simpson’s Catalog
❖ Watch content from FX, FXX, FXM
❖ as well as Exclusive Hit movies
❖ Requires Cable Subscription
MTV
❖ Requires Cable Subscription
❖ Part of Viacom’s TV Everywhere Program
❖ Current and Past Shows On Demand
❖ Digital Short Form Content
❖ Social and Second Screen Features
Niche Television
HBO Go
❖ Launched in 2010
❖ iOS and Android apps launched in April 2011
❖ October 2011 Roku is the first of its kind to connect to the service
❖ Must have a current HBO Subscription through a Cable or Satellite Provider
❖ Access to wide selection of content including
FX Now
❖ Heavily Advertising Simpsons
❖ App has separate tab for the Simpson’s Catalog
❖ Watch content from FX, FXX, FXM
❖ as well as Exclusive Hit movies
❖ Requires Cable Subscription
MTV
❖ Requires Cable Subscription
❖ Part of Viacom’s TV Everywhere Program
❖ Current and Past Shows On Demand
❖ Digital Short Form Content
❖ Social and Second Screen Features
Questions for Discussion
❖ Does the platform interface alter the primary text of the content
❖ Does the platform interface impact the viewing experience and/or the “water cooler experience”
Sources