On Tuesday, Roku launched Apple TV within its Premium Subscriptions offering on The Roku Channel, allowing users to subscribe to Apple TV channels directly through the Roku interface. This move increases the variety of content available on Roku’s ad-supported platform and simplifies access to Apple’s streaming services.

Incorporating Apple TV is expected to enhance viewer engagement and retention by consolidating subscriptions in one platform, potentially driving higher returns from subscription fees and advertising. The partnership underscores Roku’s strategy to expand its ecosystem through third-party content integrations and strengthen its competitive position in the streaming market.