| Key Points: – Roku will acquire Frndly TV for $185 million in cash, aiming to expand its affordable live and on-demand TV offerings. – Frndly TV offers 50+ family-friendly channels and unlimited DVR for $6.99/month, appealing to cost-conscious consumers. – The acquisition supports Roku’s platform revenue strategy while preserving Frndly TV’s availability across all major devices. |
Roku (NASDAQ: ROKU) has announced a definitive agreement to acquire Frndly TV, a low-cost subscription streaming service offering live and on-demand television content. The $185 million all-cash deal is expected to close in the second quarter of 2025 and marks Roku’s latest effort to expand its content offerings and drive subscription revenue through its growing streaming platform.
Founded in 2019 and based in Denver, Colorado, Frndly TV has built a loyal subscriber base by offering more than 50 family-friendly channels—including A&E, Hallmark Channel, Lifetime, and The History Channel—for just $6.99 per month. The service also includes thousands of hours of on-demand content and unlimited cloud-based DVR functionality, appealing to value-conscious viewers seeking alternatives to more expensive cable or streaming bundles.
Roku, already the No. 1 TV streaming platform in the U.S. by hours streamed, sees the acquisition as a natural extension of its efforts to grow platform revenue and bolster its direct-to-consumer subscription business. In a competitive streaming landscape dominated by major players like Netflix, Disney+, and Amazon Prime Video, Roku’s focus on aggregation, accessibility, and affordability gives it a unique position to appeal to mainstream households and budget-conscious consumers.
“Frndly TV has carved out an impressive niche by delivering high-quality, feel-good programming at a very competitive price,” said Roku CEO Anthony Wood. “This acquisition enhances our ability to serve the growing segment of viewers seeking live TV without the high cost of traditional cable. It’s a move that supports both our customer-first philosophy and our monetization goals.”
The deal structure includes a $75 million performance-based holdback, contingent on Frndly TV achieving certain subscription and revenue milestones over the next two years. Frndly TV’s leadership team, including co-founder and CEO Andy Karofsky, will remain with the company post-acquisition to maintain continuity and support its growth within the Roku ecosystem.
Importantly, Frndly TV will continue to operate as a multi-platform service. It will remain available on Amazon Fire TV, Apple TV, Android and Google TV, Samsung and Vizio smart TVs, as well as on mobile apps and the web—ensuring that existing subscribers can continue accessing their content without disruption.
For Roku, the acquisition aligns with its broader strategy to offer comprehensive content at competitive price points while continuing to invest in its proprietary advertising and subscription infrastructure. The company has made it clear that adding subscription value—especially live TV and family-friendly entertainment—is a core component of its growth model moving forward.
This move also puts Roku in a stronger position to compete in the live TV space, where rivals like YouTube TV and Hulu + Live TV offer broader packages at significantly higher price points. By acquiring Frndly TV, Roku gains a differentiated product that serves an underserved market segment.
With stable subscriber growth, brand trust, and a growing library of original and licensed content, Roku’s purchase of Frndly TV is poised to pay long-term dividends, particularly as consumers continue to shift from traditional cable to more flexible and affordable streaming solutions.