Channel owners pay Roku to have their pre-programmed direct access channel buttons included in Roku remotes. Which buttons you get depend on which contracts are in place at the time the remote is produced.
Roku Community Streaming Expert I am not a Roku employee, only a user like you. Do not ask me support questions via private message -- post them publicly to the Community where others may benefit as well.
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There was another thread that mentioned that the companies pay a $1 per button, per remote.
If this is true, HEY ROKU!!! Are you listening to your customers? Anyone? This is not a new complaint. I will be more than happy to pay you an additional $4 for a remote where I can choose what my fast buttons connect to while using your device.
I am a die-hard Roku customer. I have ditched my AppleTV, Amazon firestick, and I recently unplugged my FREE Comcast Streaming Device. Your product is so easy to use. I use your Roku Ultra for my Living Room. And the Stick in my bedroom, over using my SmartTV's apps. You guys are 99.5% in the right place when it comes to my families needs. Again, I will gladly pay the extra $4 to have the perfect Roku setup. In fact, I will be happy to pay you $16 on top of your enhanced remote cost to have the option to create my perfect Roku remote.