Roku Brings Its Smart TV Licensing Program to European Markets
Roku is expanding its TV licensing program into Europe, allowing manufacturers to build smart TVs using the Roku OS. Hisense serves as the first partner, with 4K models launching in the U.K. later this year.
Roku expands its smart TV licensing program to Europe as it looks to replicate its massive U.S. success overseas. The company currently claims that Roku TV accounts for more than one in three smart TVs sold in the United States, and it now allows European manufacturers to license its reference designs and operating system.
Hisense serves as Roku's first partner in this European expansion. The upcoming Hisense Roku TV models feature 4K Ultra HD resolutions and HDR support in sizes up to 65 inches. These televisions make their debut in the U.K. during the fourth quarter of the year.
This move intensifies the battle for smart TV market share, as tech giants compete to power living room screens. Roku faces immediate competition in Europe from Amazon, which recently announced over a dozen new Fire TV models targeting the same region through various local partnerships.