On-demand streaming service Roku recently announced a partnership to create a streaming channel for video recorded from GoPro cameras.
GoPro is undoubtedly the most popular name in cameras these days, due to their durability, adaptability, and relatively high quality. Masses of videos from GoPro users are posted online every day, ranging from daredevils following once-in-a-lifetime stunts being performed, to simple video blogs from the safety of a bedroom. The ability to hold a GoPro in hand, as well as attaching it to one of the numerous mounts available, creates opportunities for good quality videos in situations where footage might not have really been available before.
Roku, and the growing streaming network attached to it, recognized the individuality of the GoPro and the opportunity for being able to bring viewers unique and exciting content, and created a partnership that will bring a GoPro specific channel to Roku. Roku boasts over 2,000 channels, 5 million users, and a 29% ownership of the market on streaming devices, leading Chromecast by 9% according to MacWorld.
For GoPro, this partnership creates another user-produced channel, similar to the ones currently available on YouTube, through Microsoft’s Xbox app, and Virgin America flights. GoPro has been developing from simply a camera company into a name that can be associated with a lifestyle, and this partnership allows for the growth that can aid in that.
Roku manages to snag a deal with a brand that is growing exponentially. Partnering with GoPro in the fairly early stages of their growth gives more time to build a user base within their platform before GoPro partners with more streaming services like Chromecast or Apple TV. The more time the GoPro channel is available on the Roku lineup while not being available on its competitors platforms grants time for a following to develop a wider reach and a core of viewers who tune in the most.
Near the end of 2014, Roku announced their new HDMI-based streaming stick, which grants the user a similar experience to the traditional box that Roku has produced, in a more compact and convenient manner. With this stick, the sale and popularity of Roku are bound for an increase. With the number of Roku users continuing to grow, the popularity of the service gives the channels it presents a marquee stage to showcase their brand, build support and capture new consumers.
Roku has also announced their venture into 4K territory, or 4000 pixels. With traditional high definition falling between 720 and 1080 pixels, 4K acts as extreme high definition for televisions, containing over three times the pixels of high definition as it stands.
This increase in pixels creates a clarity that is on another level from traditional televisions. With Roku stating that they are taking steps to be adaptable to 4K-capable TVs, the possibility for giving elite quality content is massive. In regards to the GoPro channel, the shots captured by users, viewing on a 4K television makes the experience that much deeper and visually appealing.
Popularity of streaming service is growing rapidly, in a similar manner to the popularity of the cell phone at the turn of the century. As cell phone usage increased, the use and possession of landlines decreased. Currently, cell phones outnumber landlines handily. If streaming grows in the same way, cable and satellite providers could fall to the wayside like landlines.
While no service in any immediate future will wipe out cable providers, the popularity of services like Roku is building a strong threat against the industry. GoPro is striking while the iron is hot, giving their brand a huge chance to grow as a content provider, as well as a product manufacturer.
The partnership helps GoPro more than Roku, realistically. GoPro is given a huge avenue to promote their products and brand. Roku is in millions of homes, and with GoPro being such a recognizable name in the world of cameras, the reach of Roku spans far beyond the ownership numbers of GoPro. Roku is bound to draw interest to potential GoPro customers through the channel, ideally increasing sales. Roku could also benefit by drawing in more content created by GoPro owners, and some sales to content creators looking to see their work or GoPro customers who have a desire to watch some videos from like minded individuals.
A partnership between GoPro and Roku brings more benefit to GoPro, but there is definitely a positive outcome for both sides. With a brand collision like this, both parties have the potential for growth and a merging of audiences. GoPro and Roku could develop into a niche mirror of YouTube and Google if things go perfectly. Ro-Pro rings a bell, doesn’t it?