MyBundle teams with Roku to attract a new wave of streamers

MyBundle has struck a marketing and distribution agreement with Roku that will enable MyBundle's 250-plus broadband service operator partners to offer new and existing customers a free Roku Streaming Stick 4K.

Via its pact with Roku, MyBundle is getting access to the streaming device at an undisclosed wholesale rate. The Roku Streaming Stick 4K, which comes with a voice remote and integrated Dolby Vision, is currently being sold online at a discounted price of $34.99, which is $15 off a regular price of $49.99.

Jason Cohen, MyBundle's CEO, said the agreement with Roku aims to help its ISP partners engage with a segment of customers that is new to video streaming.

"For people making that transition, we think this becomes an incredible value for the broadband providers," Cohen told Light Reading. "We're looking to add value to our ISP network."

Cohen estimates that MyBundle's ISP partners (Ziply Fiber and Brightspeed are among those to recently sign on) serve more than 13 million broadband subscribers combined. MyBundle has not shared data on how many of those subs have engaged with the company's platform thus far.

Options for ISPs

As Cohen explained in this LinkedIn post, MyBundle and Roku are handling all of the device fulfillment. Eligible customers will be able to get the Roku device for free via the MyBundle platform, which is also being used to underpin MyBundle's relatively new Streaming Choice program. Streaming Choice provides credits and funds that can be applied toward existing or new streaming service subscriptions.

Related:MyBundle signs on Ziply Fiber, launches mobile app

The deal with Roku is MyBundle's first involving streaming hardware. "It's something that our ISP partners have been asking for," Cohen said.

He said those partners will be able to use the benefit in several ways. They could, for example, offer the device for free when customers sign up for broadband service or upgrade to a faster speed tier. Some of those partners are also looking to bundle the Roku streaming device with credits that can be used toward streaming subscriptions.

"We're the easy button for these ISPs to give their customers perks," Cohen said.

MyBundle also provides ISP partners with a tool that helps their broadband customers build and manage streaming service bundles based on their personal preferences. MyBundle recently launched a mobile app for iOS and Android devices that helps those customers track and manage their streaming subscriptions and create watch lists.

In addition to providing a free device to consumers who might be new to the streaming game, the agreement also stands to give Roku some additional exposure to MyBundle's service provider base. Notably, MyBundle also has a partnership with the National Content & Technology Cooperative (NCTC), an organization that touts a membership of more than 700 operators.

Related:TiVo makes some hay with 'TiVo Broadband'

From a competitive standpoint, TiVo has had success targeting the Tier-2/3 US service provider market with pay-TV options, streaming devices and a new product for broadband-only customers called TiVo Broadband. Meanwhile, Xumo, the Comcast-Charter national streaming joint venture, is trying to establish a foothold in that portion of the market, a strategy that so far has yielded an agreement with Mediacom Communications focused on the operator's broadband-only subscriber base.