Importantly, the campaign will seek to position Roku's offerings as a suitable competitor to the offerings from telco and cable pay TV providers: "The most important question when buying a streaming player is 'What can I watch?' and this campaign highlights the superior selection of movies and entertainment available only on Roku," said Matthew Anderson, Roku's chief marketing officer, in a release.

Roku's actions are closely watched by the streaming media market. According to a Parks Associates report from August, Roku leads Apple TV and other Internet video device providers in market share, with 37 percent of households with a streaming media device in the first quarter using a Roku.

From the article, "Roku plans 'Now This Is TV' ad campaign for holidays" by Mike Dano.

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