Can you run CTV ads on Roku Channel?

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Last updated: April 8, 2026

Quick Answer: Yes, you can run CTV ads on Roku Channel through Roku's advertising platform, Roku Ad Manager, which launched in 2019. As of 2023, Roku has over 80 million active accounts and serves ads across its owned-and-operated channels, including The Roku Channel, which reached U.S. households with approximately 100 million people in Q4 2023. Advertisers can target audiences based on first-party data, such as viewing behavior and demographics, and purchase ads via programmatic or direct deals.

Key Facts

Roku Ad Manager launched in 2019 for CTV advertising on Roku platforms
Roku had over 80 million active accounts globally as of 2023
The Roku Channel reached U.S. households with approximately 100 million people in Q4 2023
Advertisers can use first-party data for targeting based on viewing behavior
Ads can be purchased programmatically or through direct sales

Overview

Roku, founded in 2002, is a leading streaming platform in the U.S., known for its devices and operating system that aggregate content from various services. The Roku Channel, launched in 2017, is a free, ad-supported streaming service owned by Roku, offering movies, TV shows, and live news. Connected TV (CTV) advertising refers to video ads delivered via internet-connected devices like smart TVs and streaming sticks, a market that has grown rapidly; in 2023, U.S. CTV ad spending was projected to reach $25.9 billion. Roku entered the advertising space to monetize its user base, leveraging its position as a top CTV platform with a significant share of streaming hours. The company's ad business has become a major revenue driver, accounting for over 70% of its total revenue in recent years, as it competes with other CTV ad platforms like Amazon Fire TV and Google/YouTube.

How It Works

To run CTV ads on Roku Channel, advertisers use Roku Ad Manager, a self-service platform that allows campaign setup, targeting, and measurement. The process involves creating an account, uploading video creatives (typically 15-30 seconds long), and defining targeting parameters such as demographics, interests, and viewing history based on Roku's first-party data from user interactions. Advertisers can choose between programmatic buying via demand-side platforms (DSPs) that integrate with Roku's ad inventory or direct deals with Roku's sales team for premium placements. Once live, ads are served during ad breaks within The Roku Channel's content, with Roku providing metrics like impressions, completion rates, and audience reach through its analytics dashboard. The platform supports various ad formats, including pre-roll, mid-roll, and interactive ads, with optimization tools for budget pacing and performance tracking.

Why It Matters

Running CTV ads on Roku Channel matters because it enables advertisers to reach a large, engaged audience in a growing streaming ecosystem, with The Roku Channel being one of the top free ad-supported TV (FAST) services in the U.S. This provides targeted advertising opportunities that are more precise than traditional TV, using data-driven insights to improve ROI. For Roku, it drives revenue diversification and strengthens its ecosystem, while for users, it supports free access to content. In the broader CTV market, Roku's ad capabilities influence industry trends toward addressable advertising and measurement standards.