Paramount+ Launches a Custom Roku City Neighborhood
Roku fills Roku City beta offering just weeks after unveiling it
to advertisers at the IAB NewFronts
SAN JOSE, Calif. – May 24, 2023 – Today, Roku (Nasdaq: ROKU), the #1 TV streaming platform in the U.S., Canada, and Mexico*, announced that Paramount+, which has seen the most signups since launch of any premium streaming service**, will become the first entertainment brand to launch a custom Roku City Neighborhood. The new Roku City Neighborhoods will feature brand-specific buildings, visuals, and destinations to make those brands unmissable, right when viewers start and end their streaming session.
Roku City is TV’s biggest and most beloved digital downtown, with nearly 40 million homes enjoying the destination each month. Roku recently featured Roku City in its first out-of-home campaign in Times Square and announced the debut of Roku City Neighborhoods at its IAB NewFront on Tuesday, May 2. In just weeks, the beta offering has reached capacity with advertisers through Q3 2023.
Viewers will be able to see the Paramount+ Roku City Neighborhood from May 25-29. Through a memorable interactive visual experience, the Paramount+ Roku City Neighborhood will connect Paramount+’s “mountain” logo with popular franchises such as “Transformers,” “Star Trek,” UEFA Champions League, and “PAW Patrol.” The neighborhood will offer playful and recognizable easter eggs for viewers to enjoy as Roku City scrolls across the largest screen in the home. Additionally, viewers will be able to click to sign up and start watching promoted shows and movies on Paramount+.
As the first entertainment company to bring its brand and popular content to Roku City, Paramount+ is leading the way for brands looking to stand out. Roku helps content owners win the entire streamer’s journey – going well beyond customer acquisition to drive engagement, retention, and brand-building for the long term.
“We designed our platform to help partners build thriving businesses in a world where all TV is streamed,” said Peter Hamilton, Director of Ad Innovation at Roku. “This first-of-its-kind campaign makes Paramount+ unmissable at the key moments when viewers are deciding what to watch next.”
“Bringing Paramount Mountain and many of our beloved franchises to Roku City through this first-ever fully branded takeover is a fun and disruptive new way for us to engage and delight fans of the diverse and popular offering that has been fueling the rapid growth of Paramount+,” said Domenic DiMeglio, Executive Vice President and Chief Marketing Officer at Paramount Streaming. “We have partnered closely with Roku to creatively feature fan-favorite characters such as SpongeBob SquarePants, ‘Halo's’ Master Chief, and ‘Survivor’ host Jeff Probst throughout Roku City, along with other fun easter eggs including the Starfleet Headquarters and the Dutton's iconic barn from 1923, which will further immerse customers in the experience and drive conversation across social.”
For more information about solutions from Roku Advertising like Roku City Neighborhoods, visit our website.
*based on hours streamed, December 2022, Hypothesis Group
**according to Antenna, Paramount+ is the #1 premium streaming service in U.S. signups in the quarter and since launch in March 2021
About Roku, Inc.
Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.
This press release contains “forward-looking” statements that are based on our beliefs and assumptions and on information currently available to us on the date of this press release. Forward-looking statements may involve known and unknown risks, uncertainties and other factors that may cause our actual results, performance or achievements to be materially different from those expressed or implied by the forward-looking statements. These statements include but are not limited to those related to the features, advertising capabilities, benefits, growth and reach of the Roku platform; trends related to TV streaming and advertising; and Roku’s partnership with Paramount+. Except as required by law, Roku assumes no obligation to update these forward-looking statements publicly, or to update the reasons actual results could differ materially from those anticipated in the forward-looking statements, even if new information becomes available in the future. Important factors that could cause Roku’s actual results to differ materially are detailed from time to time in the reports Roku, Inc. Files with the Securities and Exchange Commission, including Roku’s Annual Report on Form 10-K for the year ended December 31, 2022, and Roku’s Quarterly Report on Form 10-Q for the quarter ended March 31, 2023. Copies of reports filed with the SEC are posted on Roku’s website and are available from Roku without charge.
Roku is a registered trademark, and Roku TV is a trademark of Roku, Inc. in the U.S. and in other countries. Tradenames, trademarks, and service marks of other companies appearing in this press release are the property of their respective holders.
About Paramount+
Paramount+, a direct-to-consumer digital subscription video on-demand and live streaming service, combines live sports, breaking news and a mountain of entertainment. The premium streaming service features an expansive library of original series, hit shows and popular movies across every genre from world-renowned brands and production studios, including BET, CBS, Comedy Central, MTV, Nickelodeon, Paramount Pictures and the Smithsonian Channel. The service is also the streaming home to unmatched sports programming, including every CBS Sports event, from golf to football to basketball and more, plus exclusive streaming rights for major sports properties, including some of the world’s biggest and most popular soccer leagues. Paramount+ also enables subscribers to stream local CBS stations live across the U.S. in addition to the ability to stream CBS News Network for 24/7 news and CBS Sports HQ for sports news and analysis.
For more information about Paramount+, please visit www.paramountplus.com and follow @ParamountPlus on social platforms.
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Originally published: May 28, 2023.
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