News
Consumers have long loved Roku’s screensaver, but the streaming platform has waited to build it out.
by Emmy Liederman July 16 2026
When Roku City became a talking point on social platforms in 2021, the streaming service largely kept quiet and let the screensaver build a life of its own. Consumers started imagining what it would be like to live in Roku City, the vibrant violet landscape that pops up when viewers pause their activity on their streaming devices.
For a while, the strategy was to prevent any people from entering Roku City to maintain some mystery and allow consumers to imagine themselves in it, said VP of global brand and creative Damon Van Deusen.The brand is breaking that rule with See you in Roku, a tourism-style campaign designed to give consumers a tour of the city.
