Roku is significantly expanding its European presence through a new multi-year partnership with Vestel, a leading TV manufacturer. This collaboration will bring Roku-powered smart TVs to consumers across the UK and broader Europe.
The partnership will initially launch with Finlux-branded Roku TVs in the UK, followed by expansion to other Vestel brands across Europe. Roku, already a dominant streaming platform in North America, views this partnership as crucial for gaining a stronger foothold in the European market. “This partnership with Vestel represents an exciting milestone in Roku’s international expansion,” said Tom McFarland, VP of Business Development for Roku TV. “By combining Roku’s leading streaming platform with Vestel’s scale and expertise, we’re making it easier for consumers in the UK and across Europe to access great entertainment at an affordable price.”
For Vestel, a top-three TV manufacturer in Europe producing brands like Toshiba and JVC, this collaboration underscores its commitment to being a central player in Europe's platform-driven TV market transformation. “Our cooperation with Roku is a powerful milestone in becoming the ‘platform of platforms’ and reinforces Vestel’s role as a driving force in the global TV industry,” said Chief Marketing Officer Duygu Badem Uylukçuoğlu.
This deal makes Finlux the fifteenth TV brand in the UK to utilize the Roku OS, further solidifying Roku’s position in a competitive market experiencing rapid smart TV adoption. The Roku OS, praised for its user-friendliness, regular updates, and diverse streaming content, offers immediate access to a wide range of global and local services, along with personalized viewing recommendations. Roku aims to challenge established smart TV platforms such as Samsung’s Tizen, LG’s webOS, and Google TV.