Revenue from advertising on Roku was up by 67 percent in Q3 among national marketers when compared to last year, according to the Standard Media Index, ahead of earnings this afternoon.
Of Roku’s ad revenue, 19 percent was from national advertisers that are media brands, according to SMI. It tracks national marketers’ ad spends by invoicing systems of five out of the seven major media holding companies and leading independents. Roku said in September that it had 21 million active accounts.
Roku delivers 10.2 percent incremental reach over linear TV among adults ages 18–34, according to Nielsen figures cited by Roku. Headquartered in California, the price of a Roku starts at $29.99.
Roku has worked to become a bigger player in the streaming space and launched an ad marketplace over the summer to share its data insights with partners.
The platform is growing its ad-supported channel, The Roku Channel, as well and just launched new programming from Yahoo News, Yahoo Finance, HuffPost, Makers and Yahoo Sports.
In Q3, 94 percent of Roku’s ad revenue was made up by video ads. Among these ads, short form is becoming increasingly popular.
Short-form videos made up more of Roku’s ad revenue, which increased from 15 percent in Q3 in 2017 to 21 percent of video ads during the same time this year. Meanwhile, video ads using the Full Episode Player decreased from 72 percent in Q3 in 2017 to 50 percent of video ads during the same time this year.