Roku is making a big bet on creator content, launching a new dedicated destination and multiple new creator FAST channels to its platform, The Hollywood Reporter has learned.
According to Lisa Holme, the head of content for Roku Media, the company will also increase the amount of licensed programming the platform has from top creators, with FAST channels from Prof G Podcast, iShowSpeed, Jesser, Stokes Twins and other creators set to join the platform as well.
“We just see that the demand among both audiences and, really significantly, advertisers has just continued to grow, and as Roku thinks about its content offering, we want to make sure that we have a good selection of anything that a consumer wants to watch,” Holme tells THR, adding that the platform is responding to the signals it has been getting from users. “The viewership on [creator content on Roku Channel] has continued to grow, so that’s one signal of increased demand, and then we also see what people are searching for, whether they’re watching it with us or not, and we just have seen the search traffic for this type of content, and for specific creators, and for genres of creator content has has gone up.
“The goal is to just make it easier for them to get to, since we already know they’re looking for it,” she adds.
