Roku Developer Program

[rrneal]

Excuse the post if this particular inquiry has already been posted... my initial search showed it had not.

I'm looking for information on 1) if Roku releases information on their user base (demographics) to developers to assist us in our product positioning and 2) where would this question be submitted (here, per chance?)?

Many Thanks -
RR

[destruk]

No, Roku doesn't due to their privacy policies.
If you are designing a channel then all you have access to is in roDeviceInfo - http://sdkdocs.roku.com/display/RokuSDKv48/ifDeviceInfo
Anything beyond that you can probably get from your server (public IP Address, request of xml logging, searches, etc)

[TheEndless]

If you need numbers, you're probably best emailing partners[at]roku.com.

[RokuJoel]

We aren't collecting demographic information as far I as am aware. I think we did at least one study which found rather unexpectedly that Grandmas and Grandpas make up a more significant portion of our user base than young whipper-snappers.

Generally, if you are breathing and have a TV and a broadband connection, you are in our target market.

- Joel

[kc8pql]

...which found rather unexpectedly that Grandmas and Grandpas make up a more significant portion of our user base than young whipper-snappers.

Not surprised. We boomers love our Rokus.

[biscardicreativ]

What should we tell our sponsors about the Roku demographic in response to their questions about Audience makeup? They ask the obvious questions like Age, Income, Male/Female percentages and US / World Regions. These are all valid questions for sponsors who want to support programming we're planning to make available on the Roku device. What should we tell them, what research should we direct them to?

[cdoty]

"biscardicreative" wrote:
What should we tell our sponsors about the Roku demographic in response to their questions about Audience makeup?

Wouldn't that have more to do with your channel content than with the general Roku population? I would think your channel content appeals to a certain demographic (for example a Disney channel would appeal to either young children or tweens).

[destruk]

If Roku was a publicly traded company, maybe your question would make sense. Are your content providers offering to buy Roku out?

[360tv]

It'd have more to do with your channel, I'd have to say. I run a music channel, for which I've been collecting some basic demo information, and I'm surprised to find that my user base is 75% male. Only my teenage females outnumber my teenage males. Overall, approximately 30% in their 40's, 20% are 50+. Wasn't what I was expecting at all.

Additionally, I collect zip codes. So I have cites, states, etc, to pin to a certain demographic. I started collecting this information in the beginning so that I know who I'm catering to. Your numbers, hypothetically, would be determined by the type of content you provide, and what kind of audience you attract. These days with more and more people "cutting the cord", telling your sponsors what kind of people simply OWN a Roku, would be the equivalent of a television broadcaster telling a sponsor who simply owns a television instead of who watches that particular television show.

So unless you feature content obviously geared toward a specific audience (sports, fashion)... I suggest you get started on collecting demographic information! 🙂