Roku Inc. announced a partnership with YouTube TV to bring live sports, including NFL and NBA games, directly to its Sports Channel. This integration, which went live on September 5, enables viewers to stream major sporting events without switching between multiple apps.
The partnership expands Roku's growing roster of sports content partners, which already includes DAZN Live Sports, Fox One, Frndly Stream, Spectrum TV, and Xfinity Stream. NFL Sunday Ticket, offering out-of-market game coverage, is expected to be a major draw for football fans.
This strategic collaboration enhances Roku's live sports offering, improving the user experience and attracting high-value sports audiences. Increased engagement with premium live sports content is crucial for driving advertising revenue and strengthening Roku's position as a central hub for television viewing.
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