Roku is launching its own free, ad-supported movie channel

Streaming device maker Roku Inc. on Wednesday said it has launched its own channel on the Roku platform.

Roku’s streaming devices (a la Apple Inc.’s AAPL, -0.10% Apple TV, or Amazon.com Inc.’s AMZN, +0.26% Fire TV stick) generally support streaming apps from other companies, such as Netflix Inc. NFLX, +2.71% Amazon, Time Warner Inc-owned TWX, -0.41% HBO and AT&T Inc.’s T, -1.40% DirecTV Now.

Roku ROKU, +0.00% will now have its own branded service available on Roku devices for free.

Roku has capitalized on the rise of cord-cutting and an intensifying streaming TV landscape.

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