Roku has launched a new feature called Roku Labs that allows U.S. customers to access experimental apps on their devices, enhancing its product offerings and competitive edge in the streaming market.

US · 2026-09-17

1. Step 1 · The triggerRoku launches Roku Labs, enabling US device owners to access experimental apps and expanding the platform's feature set.
2. Step 2 · Knock-onThird-party streaming apps (AMC+, Fox ONE, Hallmark+, Howdy, Starz) gain early distribution and discovery on Roku devices, supporting user acquisition and engagement.
3. Step 3 · Reaches youIncreased user engagement and app diversity strengthen Roku's negotiating position with advertisers and content partners, while raising competitive pressure on rival platforms.

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Source: TechCrunch

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