Roku quietly rolls out a major free upgrade for users

Ads used to be fun, especially creative ones like the commercials that played on the rivalry between Pepsi and Coca-Cola.

However, over time, it seems as if ads have lost this type of originality and humor. That’s part of why people prefer subscribing to streaming platforms that offer premium content without ads.

The problem is that the premium experience on various streaming platforms has gotten a lot more expensive over the past few years. Now, a number of viewers think ads aren’t so bad, when hundreds of channels are free.

In fact, approximately 69% of households used one Free Ad-Supported Streaming TV (FAST) service by late 2025, suggesting that nearly seven out of 10 streaming homes now have at least one free app in their rotation, according to recent Circana data reported by Ctam.

The same report indicates that the top four FAST services during the second half of 2025 were Roku, Tubi, Pluto, and Prime Video. Moreover, in December 2025, The Roku Channel achieved an all-time high of 3% of all U.S. TV viewing time, according to Nielsen.

To put that in perspective, that is more than Paramount+ and close to major paid streamer Amazon Prime Video (4.3%).

Roku’s success can be attributed to its constant upgrades, and just this month, it made another.

Roku adds 17 new free live channels to Roku TVs & Roku players.

gguy/Shutterstock

Roku adds 17 new free live channels to Roku TVs & Roku players

Established in October 2002, Roku started by making devices that played digital music and videos. It became a household name by giving older TVs a way to connect to apps such as Netflix.

However, the company’s focus has shifted. While it still makes hardware, the physical device is now mostly a tool to get people onto the Roku software.

More Entertainment:

To make this work, Roku splits its business into two areas. It often sells its streaming sticks and boxes at very low prices — sometimes for less than it costs to make them. This strategy aims to get a Roku device into as many living rooms as possible, so the company can make money later through ads and subscriptions on the platform itself.

This month, Roku expanded its free streaming library with 17 new live channels, reported Cord Cutters News.

The updated selection includes CNN Xpress, which offers continuous news coverage, alongside regional programming like Canada TV. The rollout also adds niche channels focused on wellness, Spanish-language comedy, and action films.

These offerings are located within the “Live TV” zone of the Roku interface. They are accessible to any user with a Roku device, with no monthly subscription or cable provider authentication required.

Earlier this month, Roku first added nine new channels, and then more recently, it expanded the offering with additional eight new live channels.

This marks a notable expansion of Roku’s free offering through The Roku Channel on Roku players and Roku TVs.

“This addition enhances the platform’s already extensive library of free content, providing viewers with diverse programming options across genres such as classic sitcoms, animated series, sports, action films, comedy, news, and lifestyle content without requiring any subscription fees,” points out Cord Cutter News.

Roku’s latest upgrades and milestones

The move follows a December 2025 upgrade, when the streamer added 11 new channels including:

144 BBC News
198 Tennis+
315 “The Virginian”
370 “Home Improvement”
387 “My Wife and Kids”
497 PBS Genealogy
617 “Who Wants to Be a Millionaire?”
734 “Love After Lockup” WE TV
834 Overtime
1008 TV Amor
1018 Mi Raza Source: Cord Cutters News

More recently, in February 2026, Roku also announced the plan to launch exclusive streaming bundles this year.

“The company is rolling out new streaming bundles, expanding its $3 subscription service, Howdy, to more platforms, and partnering with more premium streaming services following the successful addition of HBO Max,” reported Tech Crunch.

The company recently reported its full year 2025 results, revealing net revenue of $4.74 billion, up 15% year over year, according to the company’s 4Q 2025 shareholder letter.

Platform revenue was $4.15 billion, up 18% year over year, and streaming hours reached 145.6 billion, showing 15% growth over 2024. In addition, gross profit amounted to $2.07 billion, up by 15% from the prior year.

During the earnings call, CEO Anthony Wood said Roku is “on track to surpass 100 million streaming households this year,” reported MarketBeat. He also stated that Roku is used in more than half of U.S. broadband households, and that nearly half of U.S. TV streaming happens on the Roku platform.

Wood added that he expects generative AI to reduce the cost of content over time, including long-form content, which he said should yield higher engagement. “We monetize engagement.”

In a blog post sharing its 2026 predictions, Roku forecasted that AI-driven recommendations will significantly slash the 20 minutes users averaged in 2025 to find their next watch.

Roku adds 17 new free live channels to Roku TVs & Roku players

A total of 17 new live channels on Roku:

Roku’s latest upgrades and milestones