Roku said Monday it will add another 23 shows to its collection of 'originals' as it tries to build on its ad-supported content strategy.
earlier this year, for The Roku Channel. It generates revenue by selling ads against the programming.
Needham analysts said in a note last week Roku's content goal is to maintain an ad-supported video-on-demand business model without negatively impacting gross margins from content creation. The Roku Channel "continues to broaden its reach by growing niches," the analysts wrote. "Total streaming hours doubled at [The Roku Channel] in 2Q21, driven by its flywheel of creating new Roku originals, which leads to more viewing hours, which attracts new advertisers, which drives higher ad revs, which Roku invests into new original content, etc.
"But we also believe these investments should serve as a strong moat of product differentiation that may well lead to superior pricing power for Roku over time," they wrote.last week that beat expectations but showed streaming hours in the quarter decreased by 1 billion hours from the first quarter of 2021. The company said "tight component supply conditions and shipping constraints" continued increasing costs faster than expected.
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