Five Elements of a Successful Roku Channel

Since I developed and launched my first Roku channel five-plus years ago, a lot has changed, not just in the platform itself, but in the quality of channels being presented, the quality of content, the amount of content, and more importantly, the number of viewers . Roku viewers are now well above 20 million and still growing — that’s more than any other Connected TV platform! …and we still have a long way to go.

I’ve developed over 100 channels now. I’ve seen channels come and go, not just some I’ve developed, but many (dozens, if not hundreds) I haven’t. Some Roku channels stand the test of time, others are here and gone. It all comes down to what I believe are FIVE characteristics that make for a great Roku channel. If your channel has all FIVE characteristics, you’re golden — your audience loves it, and they keep coming back for me. If it has two of them, you’re 40% golden; your audience is more sporadic, your channel is doing “OK” but it could be doing a lot better. And if it has none of them, well… you’re fucked — your audience hates it, no one is adding it, those that do are dropping it, and you’re not getting a lot of return viewers.

The more of these FIVE characteristics your Roku channel has, the better it will do both in terms of viewers and revenue. Here they are, in order:

The name of your channel, along with #2, can make or break your channel before viewers ever decide to Add it. If you’re a major brand, or studio, or artist, with a name that people recognize, USE IT. Red Bull, Cuisinart, WWE — these are all brand names that people know and recognize it. They could call their channels anything else, but they use their brand names because people RECOGNIZE them.

If you’re not a major brand, however, you have to come up with a name that’s short and sweet, that tells people who you are and what your channel is about, without being long and drawn out, or confusing. Short and sweet and catchy will always win out over long and boring or generic. I see a lot of church channels, for instance, naming their channels after their churches. While this is “nice,” and convenient, it’s not exactly effective; the channel name doesn’t…

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