Roku to Launch Quibi Originals - May 20th

Roku Launches Original Programming on The Roku Channel

Roku has revealed the commencement of its own original content offerings. These programs will initially be accessible to audiences in the United States, the United Kingdom, and Canada via the platform’s complimentary streaming service, The Roku Channel, beginning May 20th.

Acquisition of Quibi Content

The initial selection will comprise 30 titles. This includes both scripted and unscripted shows that Roku obtained from the short-form video platform Quibi after its closure earlier this year.

The timing of Quibi’s launch proved unfavorable, given its focus on mobile viewing coinciding with widespread pandemic lockdowns. However, some analysts suggest that the content itself lacked the necessary appeal to secure a substantial subscriber base. It remains to be seen how this same material will perform on Roku, where it will be primarily viewed on larger television screens rather than mobile devices.

Featured Shows

Notable Quibi shows now available on Roku include Chrissy Teigen’s “Chrissy’s Court,” Comedy Central’s “Reno 911!,” Kevin Hart’s action series “Die Hart,” the Emmy-winning “FreeRayshawn,” and documentaries like “Blackballed” and “Big Rad Wolf.” The reality show reboot, “Punk’d,” is also included.

These titles represent Roku’s inaugural original programs, supplementing the existing library of over 40,000 free movies and television shows on The Roku Channel.

Growth of The Roku Channel

The Roku Channel has experienced significant growth, particularly during the pandemic, as people spent more time at home. Demand for free streaming content has also contributed to this expansion.

By the fourth quarter of 2020, The Roku Channel had reached 63 million U.S. households, representing a year-over-year increase exceeding 100%. Streaming hours also doubled during the same period – a growth rate twice that of the overall Roku platform.

In the first quarter of 2021, the channel’s reach expanded to an estimated 70 million viewers.

Complete Launch Lineup

The complete roster of Roku Originals debuting on May 20th includes: “FreeRayshawn,” “About Face,” “Bad Ideas with Adam Devine,” “Barkitechture,” “Big Rad Wolf,” “Blackballed,” “Centerpiece,” “Chrissy’s Court,” “Cup of Joe,” “Die Hart,” “Dishmantled,” “Dummy,” “Fight Like a Girl,” “Flipped,” “The Fugitive,” “Gayme Show,” “Iron Sharpens Iron,” “Last Looks,” “Let’s Roll with Tony Greenhand,” “Most Dangerous Game,” “Murder House Flip,” “Murder Unboxed,” “Nightgowns,” “Prodigy,” “Punk’d,” “Reno 911!,” “Royalties,” “Shape of Pasta,” “Thanks a Million,” and “You Ain’t Got These.”

Marketing Strategy

Roku will promote these shows within The Roku Channel, utilizing an advertising space below the left-side navigation on the home screen. A prominent position within the navigation menu itself will also be leveraged.

Future Content Rollout

Beyond the initial 30 programs, additional Roku Originals are planned for release throughout 2021. Roku acquired over 75 titles from Quibi, and users will eventually have access to shows that were in development but never launched.

The acquisition was reportedly valued at less than $100 million.

Focus on Ad-Supported Viewing

Quibi’s content was a suitable fit for Roku due to its design for ad-supported viewing, rather than the mobile-centric features like “turnstyle” or time-exclusive streaming.

Sweta Patel, Roku’s VP of Engagement and Growth Marketing, emphasized that while unique presentation methods may be explored, they must align with how Roku viewers primarily consume content – on a television.

The shows will also be accessible through The Roku Channel mobile application for viewers who prefer on-the-go viewing.

Advertising Model

Roku will maintain the ad breaks already integrated into Quibi’s content. This translates to a one-minute advertisement after every eight to ten-minute episode, a lighter ad load compared to traditional television.

The existing ad-selling infrastructure of The Roku Channel will also apply to the Originals, including opportunities for brand sponsorships.

Demographic Targeting and Future Plans

Roku anticipates that the Originals will attract a younger audience, aged 18 to 34. However, the company is not necessarily committing to a significant increase in investment in exclusive original programming.

Roku will assess the performance of the new content and use the data to inform future content additions to The Roku Channel’s library.

Patel stated that the acquisition presented a unique opportunity to expand content for their growing user base, and that any future content strategy must align with their advertising-based video on demand (AVOD) business model.

The success of the Originals may prompt Roku to expand The Roku Channel to international markets beyond the U.S., U.K., and Canada, though the company has not yet commented on such plans.

Partnership with Laugh Out Loud

In addition to the launch of Roku Originals, Roku has partnered with Laugh Out Loud, Kevin Hart’s comedy brand, to bring the linear channel LOL! Network to The Roku Channel. This adds to the service’s existing collection of over 190 live, linear channels.