Connected TV

Streaming With the Enemy: How Connected TV Rivals Learned to Work Together

Competitors like Roku and Amazon Fire TV are recognizing the value of scale for their content channels

Roku, Apple TV, Amazon Fire TV — It no longer makes sense to spend several billion dollars on content, only to restrict its availability.Roku, Apple, Amazon, Getty Images

Amazon Fire and Roku are connected TV rivals, with the two platforms taking a combined 50% share of big screen CTV viewing last year.

That’s why it has been a surprise to see the two become partners in recent months. Amazon’s IMDb TV channel was added to Roku in January, three months after The Roku Channel made its way to Amazon Fire TV. And those aren’t the only CTV competitors that have suddenly found themselves working together.