Roku launches 40 free ad-supported streaming TV channels in the UK, expanding its successful strategy from the Americas.
The new Live TV Zone feature aims to compete with Amazon's Fire TV by unifying content from various apps.
Integration with major UK services like BBC iPlayer and ITVX is crucial for Roku to succeed in the fragmented UK streaming market.
Roku is launching 40 free ad-supported streaming TV (FAST) channels in the United Kingdom this October, expanding a strategy that proved successful in the Americas. The service will be available at no cost across the company's entire hardware lineup.
A familiar playbook: The UK launch follows the same model Roku used to find a large audience in North and South America, offering a continuous, "lean-back" experience with streams curated around themes like true crime, lifestyle, and documentaries. Initial channels include the PGA TOUR, This Old House, and Unsolved Mysteries.
Enter the zone: The most interesting part of the announcement is arguably the introduction of the Live TV Zone, a feature already available in the US. Its arrival puts Roku in more direct competition with Amazon's Fire TV, which has used a similar "Live" tab since 2021 to unify content from different apps.
While free content is always a plus, the real test for Roku will be whether its Live TV Zone can integrate with major UK services like BBC iPlayer and ITVX. This is key to creating a unified guide that can cut through the UK's already fragmented streaming market, where competitors like Pluto TV have operated for years. The FAST channel launch is just one of Roku's recent moves, as the company also recently debuted new streaming players. Meanwhile, the competition isn't sleeping, with reports that a new Apple TV 4K is expected imminently.
