Roku is ramping up its European ambitions with a new multi-year partnership with TV manufacturing giant Vestel, a move that will bring Roku-powered smart TVs to living rooms across the UK and wider Europe.
The collaboration will kick off with Finlux-branded Roku TVs in the UK, before expanding to additional Vestel brands across Europe. Roku, already the leading TV streaming platform in North America with more than 90 million households globally, sees the partnership as a springboard for deeper penetration into European markets.
“This partnership with Vestel represents an exciting milestone in Roku’s international expansion,” said Tom McFarland, VP of Business Development for Roku TV. “By combining Roku’s leading streaming platform with Vestel’s scale and expertise, we’re making it easier for consumers in the UK and across Europe to access great entertainment at an affordable price.”
For Vestel, one of Europe’s top three TV manufacturers and the producer behind brands including Toshiba and JVC, the tie-up highlights its ambition to be at the centre of the region’s platform-driven TV transformation. “Our cooperation with Roku is a powerful milestone in becoming the ‘platform of platforms’ and reinforces Vestel’s role as a driving force in the global TV industry,” said Chief Marketing Officer Duygu Badem Uylukçuoğlu.
The deal will also make Finlux the 15th TV brand in the UK to feature Roku OS, further strengthening Roku’s presence in a crowded market where smart TV adoption continues to accelerate. The Roku operating system, known for its ease of use, frequent software updates and breadth of streaming options, provides instant access to leading global and local services as well as personalized viewing recommendations.
Roku is positioning itself to challenge incumbent smart TV platforms such as Samsung’s Tizen, LG’s webOS, and Google TV.
