Roku Inc. is taking a page from Amazon Prime’s playbook by expanding The Roku Channel to include content from Showtime, Epix and other premium channels.
A maker of streaming devices, Roku said Wednesday that its new service, Premium Subscriptions, will allow users to add up to 25 subscription channels to the free content that Roku already offers.
Amazon Prime’s Channels began offering a similar service four years ago to enable subscribers to stream content from HBO and other premium channels on an à la carte basis.
Both services are selling convenience — a single platform that seamlessly bills customers for renting or buying entertainment from dozens of additional content providers.
Apple is expected to adopt the same strategy by incorporating premium channels in an update of its streaming, according to press accounts.
Roku said that, by the end of January, customers will be able to subscribe to its new channels with a click that taps into existing Roku accounts and consolidates added charges in a single monthly statement.
“We’re focused on making it easy to find great entertainment of all types on the platform and adding Premium Subscriptions is a natural evolution for The Roku Channel,” said Rob Holmes, a Roku’s VP.
Roku shares rose 6.1 percent Wednesday, to $32.52.
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