In light of Roku launching new tools for content creators Wednesday, the barriers publishers face bringing video content to the device have lowered, reports AdWeek. The company’s Direct Publisher tools bypass the need for creators to have an app specifically for Roku users in order to be viewed and searched for by active users. So, you don’t have to build an app to play ball. Content creators also now get access to Roku’s ad-support system, which means that the company will handle monetization and advertising if desired. A concern that the article raises: Will this result in a flood of new content, in an already cluttered environment? Time will tell. The move does signify that consumers are still willing to accept advertising in exchange for content–despite recent moves by companies such as Hulu to eliminate an ad-supported, free option.
Roku customers streamed 4 billion hours of video and music in the first six months of 2016, according to the company. Compare that with 5.5 billion hours in all of 2015. Additionally, there are over 10 million active Roku accounts using either the physical device or one of the 12 percent of smart TVs currently powered by Roku.