How to Get Your Channel on Roku: A Step-by-Step Guide

Seth DunkinOct 20, 20265 min read

“Roku Channel Store” vs “The Roku Channel”

First things first. The word “Roku” doesn’t actually refer to one specific service. The company offers 2 distinct viewing experiences under the Roku name. One is called “Roku Channel Store”, and the other is “The Roku Channel.” Let’s begin by exploring the important differences between these two things.

Roku Channel Store – Your Content, Your App, Your Way

Roku Channel Store doesn’t directly feature watchable content. Instead, it features a series of apps belonging to the publishers, and the content itself is available inside the publisher’s app. In this way, Roku serves a similar function to the Apple App Store, or the GooglePlay store.

Naturally, publishing on Roku Channel Store comes with some pros and cons.

Pros:

You control the look and feel of the app, and how it presents your content.
You can use whatever monetization strategy you prefer, including any hybrid approaches.
If using advertisements, the ad stack is yours.
Analytics data mostly under your control.

Cons:

You’re required to either develop the app, or hire a 3rd party to develop one on your behalf.
Organic discovery on-platform is unlikely, and comes with very high viewer friction.
Roku takes a cut of any proceeds via subscriptions, or in-app purchases.

The Roku Channel – Your Content, Their App, Their Way

By contrast, The Roku Channel isn’t like an app store at all. Instead, it’s like an app unto itself, made and curated by Roku themselves. Imagine if Roku functioned more like Netflix, because that’s basically how you get The Roku Channel.

Publishing content on The Roku Channel has its own set of pros and cons.

Pros:

No need to develop or promote your own app. Just submit your content to Roku, and Roku pushes it to the audience for you.
Organic discovery is high, viewer friction is low. Traffic no longer depends on downloading a bespoke app first.
Rev share under the FAST model – if your content drives ad impressions, you and Roku both make money together.

Cons:

Roku controls both the audience and the viewing experience. And they are necessarily selective about the content they feature.
Analytics data belongs to Roku, of which only a small part is shared with you.
Only FAST and AVOD are viable strategies here, so the stakes are higher. Your content either drives ad impressions, or loses money for everyone.

How to get your content on The Roku Channel

Because of how tightly Roku controls The Roku Channel, getting your content featured there requires negotiating with Roku directly. If you convince them to feature your content there, then all you have to do is reach an agreement that everyone can sign. Once the ink is on paper, you deliver the content and metadata to Roku, and they will post and promote it themselves.

How to get your content on a Roku Channel Store app

Step 1 – Decide your revenue model (FAST, SVOD, AVOD, TVOD, etc)

How the app gets built, and even who you choose to develop it, might depend first on how you intend to generate revenue from it.

For example, the FAST and AVOD models will require support for ad insertion. And any other model will require integration with Roku Pay to support payment vendoring.

Step 2 – Develop the app

If you don’t have an in-house development team who can make an app that complies with Roku’s specifications, you can hire a 3rd-party developer to do it for you. Just know that some developers will require you to identify them as the app’s owner/builder in Roku’s directory. If that doesn’t match your preference, make sure to choose a distributor who will allow you to be identified instead.

Step 3 – Distribute your content into the app

Some developers can also function as content distributors to put your content into the app they built. But many of them do not. It’s usually easier and more cost effective to hire a provider who can do both at once, so make sure you know up front whether that’s possible before you make a decision.

Step 4 – Launch the app

Once you or the developer submit your app to Roku Channel Store, Roku will then review the app for approval. Once approved, they’ll display the app on the platform, meaning it’s officially launched.

Why consider ViewNexa for help getting on Roku?

ViewNexa is both a content distributor, and a Roku-certified app developer, so we’re one of the rare options who can do it all!

We’ll even identify you as the owner/builder of the app in Roku’s directory. We do all the work, you get all the visibility.

BONUS – If you’re able to get your linear/live streams hosted on The Roku Channel, we can handle that distribution for you as well.

Does ViewNexa distribute to and/or develop for other platforms as well?

Absolutely! Our OTT/CTV apps are compatible with almost all major platforms. Plus, our FAST Channels can be hosted just about anywhere. No matter where your audience is looking for you, ViewNexa can make sure they find you there.