Roku Eyes Broader Audience with Acquisition of Frndly TV
As the streaming wars evolve beyond prestige originals and pricey bundles, Roku is betting that familiarity, affordability, and simplicity still hold mass-market appeal.
Streaming giant Roku has announced plans to acquire live TV and on-demand streaming provider Frndly TV for US$185 million. This move could significantly expand Roku’s value proposition for price-conscious viewers seeking “feel-good” entertainment and classic cable-style channels.
Best known for offering access to over 50 live channels, including A&E, Hallmark, The History Channel and Lifetime, Frndly TV has carved out a niche since its 2019 debut with ultra-affordable plans starting at just US$6.99 monthly. The service combines live TV with on-demand video and unlimited cloud-based DVR. It caters to an audience often underserved by premium platforms—viewers who still enjoy traditional TV programming but want it on their own terms.
Roku, currently the top streaming platform in the U.S. by hours watched, says the acquisition supports its strategy to grow recurring platform revenue and build its base of Roku-billed subscriptions. But beyond financials, the deal could give Roku users more of what they’ve increasingly come to expect: choice, control, and a broader content library without breaking the bank.
Roku Founder and CEO Anthony Wood said the acquisition was a strategic fit for the platform’s growing content ecosystem, noting:
Frndly TV’s growth and expertise in direct-to-consumer streaming makes it a compelling addition. It adds a live content offering our users love, at a price point that’s hard to beat.
Frndly’s existing user base—drawn to the platform’s family-focused programming and traditional TV channel line-up—also aligns neatly with Roku’s demographic sweet spot. Roku confirmed that the service will continue to be available across all major platforms, not just Roku hardware, and that Frndly’s leadership team will remain in place post-acquisition.
The move could also bolster Roku’s position against rivals like Amazon and Google, which have each sought to create more integrated, live-content-ready smart TV ecosystems. Roku already operates The Roku Channel, a free and premium streaming platform offering Roku Originals and third-party content. Frndly TV may well complement this with a curated live and nostalgic cable-style offering, potentially attracting users who still value linear programming formats.
While the acquisition is subject to customary closing conditions, it is expected to finalise in the second quarter of 2025. Roku will pay US$185 million in cash, including US$75 million tied to future performance milestones.
As the streaming market continues to fragment, Roku’s latest move is a clear signal: the race isn’t just about exclusive content or 4K originals—sometimes, it’s about delivering simplicity, comfort, and affordability in an increasingly complex and expensive landscape.
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Jason Sexton
Joining StereoNET in 2025 as Deputy Editor, Australia & New Zealand, Jason’s decades of experience comes from a marketing, brand development, and communications background. More recently, a decade in specialist retail has armed him with the knowledge required to deliver the right information to a captive and curious audience.
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