Roku targets UK as smart TV platform duel with Amazon hots up

Streaming company Roku, whose software runs one in three smart TVs in the United...

BERLIN - Streaming company Roku, whose software runs one in three smart TVs in the United States, is turning to the British market as competition with Silicon Valley giant Amazon goes international.

Roku started out offering players for services like Netflix, branching into licensing its operating system to makers of internet-enabled TVs who have found it harder to keep their software fresh and make money in a cut-throat market. One of the Grundig models will run on Alexa, Amazon’s digital voice assistant, making it possible to dispense with a remote control and instead select programming by ‘talking’ to the TV.

“Roku is at a crossroads,” said Pescatore. “If you want to watch YouTube or Netflix, you just need a device.”Thanks to its control of the user interface, Roku TV has struck aggregation deals with a roll call of content providers - including new arrivals Apple+ and Disney+.

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