The experience adds a range of family-oriented content available for free and through premium subscriptions.
Roku says that Kids & Family delivers an array of shows, movies, live linear and short-form video typically found across multiple free and paid kids’ channels under one roof.
Users who have already subscribed to premium subscriptions through The Roku Channel will be able to view subscription-based kids and family content from partners such as Hopster, Noggin and Zoomoo, as well as children’s entertainment from services such as HBO and STARZ, directly within Kids & Family.
At launch, 7,000 free, ad-supported movies and TV episodes will be available to users from more than 20 partners such as All Spark, A Hasbro Company, DHX Media, Happy Kids TV, Lionsgate, Mattel, Moonbug, and pocket.watch.
Rob Holmes, vice president of programming and engagement at Roku said: “We recognise that it can be a challenge to find quality kids and family entertainment across multiple streaming channels, particularly free, ad-supported options.
“Kids & Family not only provides a selection of great free, ad-supported content from partners like pocket.watch with Ryan’s World and Lionsgate’s Leapfrog, but also highlights kids’ entertainment from existing Premium Subscriptions partners. Parents looking to find great programming for their children will enjoy the ease of going to The Roku Channel as their one place for kids and family entertainment.”
Chris M. Williams, founder and CEO of pocket.watch added: “There is a tremendous opportunity to expand our reach with the quickly growing audience on The Roku Channel.
“Family time is often enjoyed in the living room where Roku is so successful and we’re thrilled to bring our biggest creator partners, like Ryan from Ryan’s World, into the heart of the home through the new pocket.watch channel.”
The move follows Roku’s refocus towards a more service-based business. Speaking on the company’s Q2 earnings call, CFO Steve Louden said that gross margin was on the decline “due to the continued mix shift to video advertising, the introduction of premium subscriptions and our strategy of driving down player ASPs.”