Roku teams up with Vestel to broaden the presence of smart TVs in Europe under the Finlux brand.
Roku, the leading TV streaming platform in North America, has announced a new partnership with Vestel, one of Europe's largest television manufacturers. This alliance aligns with Roku's broader international expansion strategy, aiming to establish streaming platform dominance beyond its stronghold in North America.
Vestel, ranked fourth among Turkey's strongest and most valuable brands in 2025, boasts a brand value of $928 million. The company manufactures televisions for major brands and operates a 1.3 million square meter production facility in Manisa, Europe's largest manufacturing complex.
The collaboration will see Roku OS power smart TVs manufactured by Vestel, starting with the Finlux brand in the UK market. This makes Finlux the 15th TV brand to offer Roku OS in the market. Roku TV models, known for their simplified user experience compared to traditional smart TV interfaces, will offer the same feature set as other Roku-powered television brands, including voice remote capabilities, mobile app integration, and cross-device content synchronization.
The partnership aims to address market demands for simplified streaming experiences by leveraging Roku's software platform and user interface design, and Vestel's manufacturing scale and European market distribution capabilities. The companies plan to announce additional brand integrations and geographic expansion details in subsequent phases of their collaboration.
For Roku, this partnership offers shorter delivery timelines for UK market distribution compared to Asia-based manufacturing alternatives due to Vestel's European production facilities. Roku maintains its position as the leading TV streaming platform in the United States, Canada, and Mexico by hours streamed, reaching over 90 million households globally.
Roku's business model combines hardware licensing revenue with advertising income generated through its platform. This year, Roku launched its data platform to enhance TV streaming measurement capabilities, providing advertisers with proprietary viewership data through clean room technology. The partnership continues expanding Roku's Connected TV advertising capabilities, building on recent partnerships that have created significant advertising inventory access for marketers.
The partnership was announced on September 5, 2025, at 10:00 AM. As the alliance progresses, it is expected to expand to European countries, marking a significant step in Roku's international expansion strategy. With this partnership, Roku and Vestel are poised to revolutionize the streaming experience across Europe, offering instant access to popular streaming applications alongside personalized recommendations through Roku's What to Watch feature.
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