Monday, May 16, 2022

Amazon and Roku extend their streaming deal without extra drama

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Shreya Christina
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In recent years, Roku has sparked stalemates with entertainment/internet giants such as WarnerMedia, NBCUniversal, and YouTube as its ambitions shift from simply selling TV streaming hardware to advertising and content. However, the company today announced an extension in its deal with Amazonto ensure that the Prime Video and IMDb TV apps remain present on Roku devices without the back and forth bickering, threats, or mud-slinging that slowed the rollout of HBO Max and Peacock and made YouTube TV’s app a has disappeared for a while.


Roku and Amazon have reached a multi-year extension of their distribution agreement. Customers can continue to access the Prime Video and IMDb TV apps on their Roku devices.

There’s no evidence of a disagreement or change in data sharing, even as Amazon pumps up its free IMDb TV offerings with content from MGM’s recently closed $8 billion purchase and prepares high-profile streaming content for Prime Video, such as are new Under the spell of the Ring series. Meanwhile, this presumably means that Roku’s ad-supported channel will continue to stream on the Fire TV platform, and the boxes will remain in stock on Amazon’s website.

As Roku CEO Anthony Wood explained on an episode of the cast, its business model is to take part of the ad inventory of ad-supported channels (such as IMDb TV) streamed on its platform to sell targeted ads. Some publishers have their own targeting plans, and that creates friction, as suggested in a report from The information noting last fall that the two could be in trouble if Amazon wanted access to granular viewing data it could link to its customers.

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