Roku Television today represents more than 1 in 3 smart TVs sold in the United States. Now the company is bringing its TV licensing program to European markets. At the consumer technology show IFA in Berlin, Roku announced that they will now allow manufacturers to license TV reference designs and use their Roku OS to build smart TVs for sale in Europe. It also said that Hisense would be the first European TV partner for Roku.
Today, the connected TV market is no longer limited to only dongles, sticks and streaming media players that plug into the HDMI ports of consumer TV sets.  Top companies such as Roku, Google and Amazon also make operating systems and reference designs available to TV producers themselves, in a battle to gain consumer market share. Apple has rumored that they have also been working on their own TV set powered by tvOS.
Roku, to date, did well on this front in the domestic market, after first introducing the Roku TV platform at the Consumer Electronics Show in 201
Roku is not alone in targeting Europe with its TV platform. Amazon this week announced more than 20 new Fire TVs, 15 of which are licensed Fire OS. Many of these were also aimed at European consumers through partnerships with local brands and retailers.
The new Hisense Roku TV models will support 4K Ultra HD resolutions and HDR, and will come in sizes up to 65 inches, Roku says. The models will be launched in the UK in the fourth quarter.
"While consumers love Roku TV's simplicity and advancement features, TV producers benefit from the low production costs, a variety of Roku technology options and support," said Roku CEO and Founder Anthony Wood, in a statement. The ability to quickly market a leading smart TV experience that is regularly updated by Roku and is packed with entertainment gives TV producers an edge in the competing TV business. We are excited to bring the Roku TV licensing program to Europe and look forward to the first Hisense Roku TVs in the market this year, ”he said.