In a strategic move to enhance its platform and provide greater value to users, Roku Inc. (NASDAQ: ROKU), the leading streaming platform in the United States, announced on March 3, 2026, that it has officially added Apple TV to its Premium Subscriptions on The Roku Channel. This development is set to allow Roku customers to access Apple TV’s extensive library of premium content seamlessly through their Roku accounts.

2. A Winning Collaboration

Gil Fuchsberg, President of Subscriptions, Partnerships & Corporate Development at Roku, expressed enthusiasm about the partnership, stating, “The addition of Apple TV to Premium Subscriptions on The Roku Channel is a win for all – our viewers, our platform experience, and our partners at Apple.” Fuchsberg emphasized that Roku's robust platform would enhance viewer engagement and facilitate easier access to premium services. This collaboration not only broadens the content offerings available to Roku users but also aligns with Roku’s ongoing commitment to expand its Premium Subscription options.

3. What Apple TV Brings to the Table

Apple TV, which launched in November 2019 as the first global all-original streaming service, offers a vast array of exclusive Apple Originals. Subscribers can enjoy an extensive selection of premium drama and comedy series, feature films, groundbreaking documentaries, live sports, and family entertainment without any ads. Notable series include “Pluribus,” “Shrinking,” “Severance,” and the highly anticipated fourth season of “Ted Lasso.” Furthermore, Apple TV has distinguished itself in the sports domain, providing U.S. subscribers access to all Formula 1 races, Major League Soccer (MLS), and Friday Night Baseball live.

The platform is also poised to release a lineup of critically acclaimed films, including the Academy Award-nominated “F1,” and upcoming titles like “Outcome” and “Way of the Warrior Kid,” promising to draw in a diverse audience.

4. Seamless Subscription Experience

Roku's Premium Subscriptions feature, which allows users to subscribe to over 70 popular streaming services, simplifies the subscription process by eliminating the need for multiple logins and passwords. Users can easily manage their subscriptions directly from their Roku devices, mobile app, or via the web. This convenience extends to the ability to add or cancel services at any time, providing users with the flexibility to mold their entertainment experience according to their preferences.

5. Pricing and Promotions

Customers can subscribe to Apple TV through The Roku Channel for $12.99 per month or opt for an annual plan at $99. Additionally, Roku is offering eligible customers a 7-day free trial, allowing new users to explore the service without any upfront cost. Sign-up is straightforward, with options available directly on Roku devices or via the Roku website.

6. Conclusion

Roku's integration of Apple TV into its Premium Subscriptions marks a significant step in enhancing the user experience on its platform. By offering a broader selection of premium content, Roku not only strengthens its position in the competitive streaming landscape but also reaffirms its commitment to delivering value to its users. This collaboration with Apple is poised to attract a wider audience, further solidifying Roku’s status as a leader in the streaming industry. As the streaming wars continue to heat up, Roku's innovative partnerships and user-centric approach may well set the stage for future success.

Original press release