Roku has launched a new “Creators” hub on its smart TV and streaming devices that is intended to shine a bigger spotlight on shows and movies produced by independent content developers.
The new Creators section is designed to help Roku users find and stream creator-driven programming from across the company’s platform without searching through multiple channel apps. Roku said the destination will surface content from channels and applications within its ecosystem, with rows for trending programming, genres and personalized recommendations.
The hub will recommend content from within Roku’s own apps and services and select partner apps like Warner Bros Discovery’s HBO Max and Comcast’s Peacock.
Roku is also expanding the creator lineup available through The Roku Channel, its free ad-supported streaming television (FAST) service. New FAST channels from Prof G Podcast Network, “Modern Wisdom Podcast with Chris Williamson,” Preston & Brianna, Stokes Twins and Nomad Travel are joining the service, the company said.
Additional creator brands, including iShowSpeed, Jesser and the Kalogeras Sisters, are expected to join in the coming months. The new programming will sit alongside existing creator content already available through The Roku Channel, including Alan Chikin Chow, MrBeast, “Good Mythical Morning” and “Hot Ones.”
The launch comes as connected TV platforms continue to court digital creators whose audiences were built largely on YouTube, TikTok, Instagram and podcasts, but whose programming is increasingly being repackaged for television screens and free ad-supported streaming platforms.
“With the launch of our new Creators destination, we’re making it effortless to enjoy creator content the way it deserves to be watched: on the big screen, in stunning quality, without the hassle of searching across a dozen different apps,” Lisa Holme, the Head of Content at Roku Media, said in a statement on Tuesday.
Holme said Roku’s existing work with creator programming gives the company an advantage as more digital talent looks to reach viewers on television.
“Roku has supported creator content for years, and that foundation uniquely positions us to help creators and partners reach even more viewers,” Holme said. “We’re not asking creators to start from scratch on another platform. We’re connecting the dots across our ecosystem, helping creators reach the 100-plus million households already streaming on Roku.”
Users can find the Creators destination by scrolling to the Categories section on Roku’s home screen, selecting “More” and opening the Creators tile. Roku said The Roku Channel will also include a dedicated Creators page that centralizes creator programming available through the streaming service.
