What will define the future of TV advertising? With Roku’s Mike Shaw

2025-12-11

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This episode was produced in partnership with Roku.It's been a busy past few months for Roku: in the US, it launched a new low-cost subscription service, Howdy, which aims to be supplementary to the likes of Netflix and Disney+; in the UK, Roku launched 40 FAST channels on its platform.Last month, The Media Leader sat down with Roku’s content distribution director, Tom Price. If you haven’t listened, it’s worth your time – Price spoke about those developments, as well as how Roku works with its content partners to support their program...

This episode was produced in partnership with Roku.

It's been a busy past few months for Roku: in the US, it launched a new low-cost subscription service, Howdy, which aims to be supplementary to the likes of Netflix and Disney+; in the UK, Roku launched 40 FAST channels on its platform.

Last month, The Media Leader sat down with Roku’s content distribution director, Tom Price. If you haven’t listened, it’s worth your time – Price spoke about those developments, as well as how Roku works with its content partners to support their programming within the Roku platform.

But that was only part 1 of a 2-part series produced in partnership with the company, timed to coincide with The Media Leader's focus on the future of TV at our annual Future of TV Advertising Global Event, held this week.

For part 2 of the series, host Jack Benjamin is joined by Mike Shaw, the director of EMEA ad sales at Roku.

Shaw discussed Roku's commercial strategy more broadly. He chatted about where Roku sits within the wider CTV ecosystem, how it’s working with retail media partners, innovations it would like to help drive in measurement, and how the TV market is changing to become more data-led and programmatic.

Highlights:

1:37: What will define the future of TV advertising?

5:00: Growth and growing pains in CTV

9:09: How to use data for brand and performance alike

14:20: Linking CTV with retail media and driving innovation amid 'democratisation' of TV

20:38: How Roku aims to grow market share in Europe: using TV OS for incremental reach

26:36: The future of FAST and bundling amid subscription fatigue

Related articles:

How Roku is piecing a fragmented TV landscape back together — with Tom Price

Roku launches FAST channels in UK market

Howdy confirms Roku’s growing interest in subscription streaming

Roku eyes app bundling opportunity as next-gen aggregator