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Chapter 9: Connected TVs > Roku Promises a Ton of Entertainment in its Little B...

Roku Promises a Ton of Entertainment in Its Little Box

We’re fighting against 60 years of embedded TV viewing behavior and it’s really hard to change that. The only reason it’s beginning to change now, in a meaningful way, is because it’s a great experience that didn’t oversell itself—but was available at a disruptive value proposition, which provides lots of stuff to watch for very little money.

—Chuck Seiber, Vice President of Marketing at Roku

Roku started out with a very simple mission: to get Netflix streaming on television. In fact, in 2008, Roku was formally part of the fast-growing movie rental company that later spun off into a separate entity. Netflix recognized that in order to be successful, they could not limit themselves to a single connected device; similarly, Roku recognized that its success as a streaming device could not be tied to a single source of content.


  

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