Roku makes it easy to launch a streaming TV channel

It has millions of viewers ready if you have videos and a web browser.

Roku just showed off its latest players upgraded with features like 4K and HDR, and now it's working on getting more stuff for owners to watch. That will come via its new Roku Direct Publisher tool, which lets the people who have videos make a channel for the box, without having to do any coding. Of course, you will need somewhere to host the content for your streaming channel, but if you already have that then getting content in front of Roku's 10 million or so active accounts (those that have actively streamed in the last 30 days) is as easy as writing this blog post.

To show off what it's capable of, a number of new partners are delivering channels built with the tool, including names like Rolling Stone, Us Weekly and Cracked. Also, using the Direct Publisher setup also means content is included in Roku's universal search, which it recently announced covers over 100 channels. While other set-top box entries like the Apple TV, Fire TV, Chromecast and Android TV get a lot of attention, the company points out survey results earlier this year from Comscore showing it has a 49 percent share of the market.

All of that means being in front of more eyeballs, which can mean more money, especially with access to Roku's ad sales platform. Channels built this way don't support subscription or video on-demand fees (yet), so if you're looking to profit immediately that's the option available.

Of course, as a viewer, this just means that the next time you turn on your (relatively modern) Roku box / TV / stick you can expect to see even more options. If the channels are easy to make, update and discover, then there are even more reasons to push content on the platform (if you ever choose to watch something other than just Netflix).