In a pretty seismic shift in the smartTV market, Roku announced that it will start selling its own branded Roku TVs instead of only relying on its partners.
Check out our complete coverage of CES 2023 live from Las Vegas Your next Roku TV may well say Roku on the front. After years of leading the smart TV industry by licensing its operating system to other manufacturers, Roku announced its own Roku Select and Roku Plus Series televisions — the first to bear the Roku name from front to back — today at CES 2023.
“Over the past 20 years, Roku has been instrumental in what is now the mainstream way to enjoy a great television series, a classic movie, or live sports,” Mustafa Ozgen, president of devices for Roku, said in a press release. “Our goal is to continue to create an even better TV experience for everyone. These Roku-branded TVs will not only complement the current lineup of partner-branded Roku TV models, but also allow us to enable future smart TV innovations.
Why make its own TVs, then? For the same reason any other company makes its own devices, even when it doesn’t actually “make” them. Apple makes its own phones instead of licensing out its operating system. Google makes its own version of Android. And remember that Amazon beat Roku to the TV game in 2022 when it started shipping its own branded TVs. Sure, they’re made by TCL , but it’s a TCL-controlled product where Amazon calls the shots. That’s almost certainly why Roku is going this route.
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