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Roku to enter the British market taking competition with Amazon international

Anthony Wood

Video streaming company Roku will enter the British market in the fourth quarter of the year taking the competition with its rival Amazon international, away from the United States.

Anthony Wood, chief executive officer and founder of Roku, told reporters that Hisense, a Chinese manufacturer, will market television in collaboration with Roku TV in the UK. It would start in the fourth quarter of the year and the marketing will take place later in Europe as well.

The streaming company expanded to Netflix and also to manufacturers of internet-enabled televisions, particularly those who haven’t had a good time in the face of intense competition in the market.

It issued its initial public offering back 2017 and has experienced over tenfold growth in its shares. By now it has a customer base of about 30.5 million in the United States. Besides that, it has made deals with about a dozen of television manufacturers.

During the IFA consumer electronics fair, Wood said that their performance in the United States has been exceptional and the management is now thinking of taking on the international markets. He added that the deal with Hisense is a path to European markets as well.

Roku will face strong competition from Amazon in Europe which has struck deals with Toshiba, JVC and Grundig. One television model from Grundig will actually get rid of the remote control and would use Amazon’s digital voice assistant, Alexa, to select programmes. 

Samsung and other high-end TV manufacturers use their own systems for navigation and viewing but competition for a platform in mid-range televisions has been increasing with the main players being Amazon and Roku.

Paolo Pescatore, media and tech analyst, said the success of Roku in the international market is not certain as consumers now have a variety of options for viewing TV channels and other video streaming services. 

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