Introduction

Roku is taking its TV operating system outside of North America for the first time, the company had announced at IFA.

Hisense UK will launch its first TVs managed by Roku in the fourth quarter of this year. 

Earlier, Roku’s television operating system has only been accessible in North America.

Here it has been featured in TVs from TCL, Sharp, and Hisense’s US arm.

The Roku TV Review

Consumers have always liked Roku’s TV operating system, so it will be great to see it launch outside of North America. 

When reviewed last year, TCL 6-Series television, it was noticed that Roku’s software was simple and comfortable to use. 

It also, critically, has almost every streaming app you could ask for. 

That is more than what can be told for Amazon’s competing Fire TV platform in the past.

They lacked local YouTube support until lately, thanks to Amazon’s dispute with Google.

Roku TVs also profit from continued ongoing support. 

The company says that it manages firm control over its update process.

This means it can push updates to older TVs even if their manufacturers have discontinued to support them.

One of Roku’s significant competitors, Amazon, also used IFA this year to announce the global extension of its Fire TV Editions.

These are televisions which uses Amazon’s Fire TV platform as a built-in operating system. 

See Also: YouTube starts a dedicated Fashion vertical

The Roku & Amazon Competition

Earlier restricted to North America, Amazon has now partnered up with manufacturers to launch the TVs in Europe. 

Both the companies have sold their standalone streaming hardware outside of North America for quite a few years now.

The launch is possible to increase competition between Roku and Amazon. 

According to market research, Roku is currently ahead in North America.

The worldwide launch of Roku TV reveals the growing importance the company is putting on its software compared to its hardware. 

Last year, the company’s CEO had expressed Roku as a commercial business rather than a hardware business.

Moreover, this worldwide launch of Roku TV can expand the reach of its platform.

However, even as more smart TVs come with Roku software built-in,

Roku isn’t giving up on selling its hardware anytime soon.

Moving ahead, Roku assumes most TV manufacturers to make the likewise decision as Hisense.

To license a third-party operating system instead of just relying on their in-house software.

Conclusion

Roku’s expansion beyond North America marks a significant milestone for the company, reflecting its growing influence in the global smart TV market. The simple, user-friendly interface and wide array of streaming apps have contributed to Roku’s strong reputation, particularly in North America. With the introduction of Roku TV in Europe and other regions, it intensifies the competition with Amazon’s Fire TV, which is also expanding globally. The partnership with Hisense UK signals Roku’s commitment to licensing its operating system to other manufacturers, allowing it to compete more effectively with other tech giants in the smart TV space. As Roku continues to grow, both in terms of its global presence and partnerships, the competition between it and Amazon promises to keep innovating the way consumers experience their television and streaming content.

FAQs

1. What is Roku TV?
Roku TV is a smart TV platform that offers a simple interface, access to streaming apps, and regular software updates. It’s integrated directly into TVs from brands like TCL, Sharp, and Hisense, replacing the need for an external streaming device.

2. Is Roku available outside North America now?
Yes, Roku is expanding beyond North America. Hisense UK will launch its first Roku-powered TVs in the fourth quarter of this year.

3. How does Roku compare to Amazon’s Fire TV?
Roku’s software is known for its simplicity, easy navigation, and access to a broad range of streaming apps. In contrast, Amazon’s Fire TV platform faced challenges in the past due to disputes with Google over YouTube support, although this issue has been resolved.

4. How will Roku’s global expansion affect its competition with Amazon?
Roku’s global expansion increases competition with Amazon, especially as both companies are now launching their operating systems in international markets. Roku’s software-first approach positions it well for growth, as it competes with Amazon’s Fire TV platform.

5. Will Roku still sell standalone streaming hardware?
Yes, Roku continues to sell its standalone streaming devices and doesn’t plan to give up its hardware business, even as more smart TVs come with Roku software built-in.

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