Roku and Jellysmack Turn Social Influence into FAST Streaming

Anna Otieno, Head of Research, Strategy & Insights

Carli Gernot, Content Development Specialist

What’s Up

Roku, a digital media player and streaming company, teamed up with Jellysmack, a creator company, to introduce new content to the world of streaming. Two new free, ad-supported television [FAST] channels — “Hello Inspo” and “Mysteria” — have been added to The Roku Channel’s Live TV Guide, featuring YouTube and TikTok creators.

“Hello Inspo” focuses on lifestyle, beauty, and fashion content creators like Brad Mondo, Lauren Riihimaki (LaurDIY), Emmy Cho (Emmymade), Karina Garcia, Hellthy JunkFood, and more. Meanwhile, “Mysteria” is a new true crime channel that will feature content from Danelle Hallan, Stephanie Soo, Christina Randall, True Crime Recaps, Killer Bites, Dr. Todd Grande, and more.

We’re delighted to partner with Jellysmack as the company’s first-ever FAST partner... The addition of these new channels to our Live TV Guide is the latest example of how we aim to provide our users with access to popular entertainment options for free. - Ashley Hovey, Head of The Roku Channel, AVOD (press release)

What It Means

The streaming media landscape is a crowded one and competition is fierce. Brands are launching more interactive content, boosting sustainability commitments, testing extended membership benefits in new categories, and bundling streaming access alongside other business offerings in order to increase value and stand out.

Often, these efforts to differentiate happen alongside partners — in RSI’s 2023 Trend Prediction Partner Up, we discuss how a collaboration can enliven engagement and amplify messaging for both parties. Last year, Jellysmack worked with Pinterest and this time, the collaboration comes in the form of two established channels on Roku. Both these moves highlight the importance of creator content and are the latest in corporate efforts to support creators and their crafts.

Instagram, YouTube, Pinterest, and TikTok have all invested in tools and systems which help creators make a good living — and a good life — by putting themselves out there. Now, Roku’s dedicated channels have opened up another way for consumers to discover this digitally-native content while providing new opportunities for advertisers to reach the viewers and fans of these influencer big shots.

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