Using Roku In Austria: What You Need To Know

Roku is a streaming device that provides access to thousands of channels, apps and live content. While it is a popular device in the USA, it is not as easily accessible in other parts of the world, including Austria. In this article, we will explore the ways in which one can use a Roku device in Austria, bypassing location restrictions and unblocking American channels. We will also discuss the competition that Roku faces in the European market from rivals like Amazon and the challenges that they pose to Roku's expansion.

Roku's expansion into Europe

Roku is expanding its streaming services into Europe, with a focus on key markets such as the United Kingdom and Germany. This expansion strategy aims to reach international customers eager to access new streaming services. To achieve this, Roku is investing in partnerships with strong European brands.

European Partnerships

As part of its expansion strategy, Roku announced its first licensing agreement in Europe with Chinese television manufacturer Hisense. This partnership will bring Roku TV models to the United Kingdom, providing customers with access to Roku's operating system and thousands of streaming channels.

Competition in the European Market

Challenges in the European Market

Analysts highlight that the European market poses unique challenges for streaming platforms, including the impact of the region's privacy law, the General Data Protection Regulation (GDPR), on targeted advertising. Roku's success in Europe will depend on its ability to navigate these challenges and adapt to the specific needs and preferences of European customers.

Global Ambitions

Roku's CEO, Anthony Wood, has expressed his ambition to have Roku's streaming products on 50% of TVs worldwide. The expansion into Europe is a crucial step towards this goal, allowing Roku to tap into new markets and increase its global presence.

Strategies for Success

To succeed in Europe, Roku will need to continue forming strategic partnerships and adapting its offerings to meet the needs of European consumers. By leveraging its partnerships and providing a diverse range of streaming options, Roku can establish itself as a leading streaming platform in Europe, enhancing its global competitiveness.

Roku TV models in the UK

Roku is an American company that produces a range of streaming devices, including set-top boxes, streaming sticks, and smart TVs. In 2014, Roku partnered with smart TV manufacturers to produce TVs with built-in Roku functionality. Since then, Roku has released its own line of TVs, which are widely available in the UK.

Roku Pro Series QLED 29

The Roku Pro Series QLED is the best Roku TV according to RTINGS.com. It offers excellent contrast thanks to its local dimming feature, providing deep blacks even in a dark room. The TV also boasts amazing SDR brightness, but struggles with reflection handling, making it less ideal for a bright room with direct sources of light. The TV delivers a great HDR viewing experience with excellent brightness and a wide colour gamut. However, it has a narrow viewing angle.

The TV includes modern gaming features such as HDMI 2.1 bandwidth on two ports, supporting 4k @ 120Hz and VRR for a smooth gaming experience. It also has low input lag and a great response time. While it supports HDR10+ and Dolby Vision, it doesn't passthrough advanced DTS audio formats. The TV includes smart features like voice control for easy content navigation.

Roku Plus Series QLED 16

The Roku Plus Series QLED is recommended by RTINGS.com as the best mid-range Roku TV. It offers excellent contrast and an acceptable local dimming feature, enhancing the appearance of dark scenes. This TV has an amazing colour gamut in HDR, but its colour volume is limited by its unexceptional HDR peak brightness. It performs well in a bright room but is best suited for dimmed lighting. It supports Dolby Vision HDR and HDR10+, ensuring optimal HDR content viewing. However, like the Roku Pro Series, it has a narrow viewing angle.

The Roku Plus Series has a refresh rate limited to 60Hz and doesn't support VRR. Nonetheless, it offers extremely low input lag and a great response time for gaming. The remote includes a built-in microphone for voice search and control, and it has a headphone jack for private listening.

Roku Select Series 21

The Roku Select Series is a more affordable option, offering good overall performance without the high-end features of the Pro and Plus Series. It lacks local dimming, resulting in a less impressive dark room viewing experience compared to the more expensive Roku models. However, it has very good SDR brightness and decent reflection handling, making it suitable for moderately lit rooms. The TV falls short in HDR performance due to its limited brightness and colour range. It also doesn't support Dolby Vision.

The Roku Select Series has a narrow viewing angle and is best viewed directly in front. For gaming, it offers low input lag and a great response time but lacks VRR support and is limited to 60Hz. The remote includes a built-in microphone and a headphone jack, similar to the Plus Series. The 43-inch and larger models offer 4k resolution, while the 40-inch model is 1080p, and the 32-inch model is 720p.

Roku's operating system

Roku OS is an operating system software developed by Roku Inc. It has powered consumer electronics products such as Roku-branded streaming players and smart TVs since 2004. The operating system leads the U.S. smart TV sector and reported 70 million users in 2023.

The Roku OS functions as a streaming platform that hosts both "free" and paid streaming channels through its graphical user interface. It has been reported to be simple and easy to set up and use, yet powerful. The operating system initially powered Roku's streaming players in 2004, extended support for smart TVs in 2014, and since then has also supported Roku-branded home entertainment devices such as smart speakers.

The Roku OS is a Linux-based streaming platform that runs "free channels" and "subscription channels". The operating system powers Roku TVs, streaming devices, and smart speakers. According to Roku, the operating system is able to run on "low power chips" using small memory footprints. The Roku OS has been reported to be simple and easy to set up and use, yet powerful.

The Roku OS includes the Roku Channel Store, which features a collection of apps Roku calls "channels". The operating system allows users to browse streaming channels available, displayed in a grid format. According to mobile app analytics company 42matters, there were over 26,000 apps available in the Roku Channel Store in 2023. Examples of "free channels" available in the store are The Roku Channel, Amazon Freevee, Xumo, NBC, ABC, Tubi, PBS, CBS, Pluto TV, and Kiddoodle.tv. Examples of "subscription channels" include Netflix, Amazon Prime Video, Hayu, Paramount+, BET+, Curiosity Stream, Eros Now, AMC+, Acorn TV, Shudder, and DAZN.

The Roku OS offers features such as content search, voice control, parental controls, and custom photo screensavers. It also features a "guest mode", "private listening" (using Bluetooth headphones), "continue watching", and "screen mirroring", which allows users to mirror a smartphone or computer screen to the Roku device, supporting both Miracast and AirPlay protocols.

Amazon Fire TV in Austria

Amazon's Fire TV streaming stick is available in Austria. Amazon first launched the Fire TV stick in Austria and Germany on 24 March 2015. The device, which is about the size of a chewing gum package, can be plugged into a TV's HDMI slot to access TV and video content from the internet, such as video-on-demand services, catch-up TV platforms, and music portals.

The Fire TV stick was Amazon's fastest-selling device at the time of its European launch. It offers easy access to a wide range of content, including popular streaming and catch-up services such as Prime Instant Video, Netflix, BBC iPlayer, and Spotify. The number of video services and games available on Amazon Fire TV in Europe has doubled in just seven months, with more services and games being added weekly.

The Fire TV stick can be navigated using the included remote control or a smartphone app. It is available for purchase from Amazon for €39, or for €7 for new Amazon Prime customers signing up for a 1-year subscription (existing Amazon Prime customers pay €19). It can also be purchased in the local shops of retail chains Media Markt and Saturn.

In addition to the Fire TV stick, Amazon also offers a streaming media box called Amazon Fire TV, which was launched in Germany in September 2014. The Fire TV stick complements this product by offering a more compact and portable option for consumers.

Roku's licensing strategy

In 2013, Roku announced that it would begin licensing its operating system to other smart TV manufacturers, bringing its OS to their devices. This move proved to be a huge success, with Roku capturing over 8% of the US smart TV market in just two years. As of 2020, Roku-enabled smart TVs had a market share of 38% in the US and 31% in Canada, with over 100 models running on the Roku OS. The company generates revenue whenever one of these licensed smart TVs is sold and activated by a user, with the exact amount depending on the agreement between Roku and the manufacturer.

Roku has continued to expand its licensing partnerships, with 15 brands including Hitachi, JVC, and Philips having signed licensing deals as of 2024. The company has also pursued licensing agreements in Europe, with Chinese television manufacturer Hisense agreeing to sell Roku TV models in the UK in 2019.

In addition to licensing its operating system, Roku has also licensed its content. In 2017, Roku launched its own independent channel, The Roku Channel, which features licensed content from media companies such as Warner Brothers, Paramount, and Lionsgate. Over 100 channels and more than 100,000 titles are now available on The Roku Channel, with Roku generating revenue through advertising.

Frequently asked questions