If you’re a digital news creator and you haven’t thought seriously about The Roku Channel yet, now’s the time to start.
On Thursday, the Salem News Channel announced it had been added to the platform — and honestly, it’s one of the smarter distribution moves a FAST channel can make right now. But here’s the thing: it’s not just smart for SNC. It’s smart for any independent creator building a video news brand in 2025 and beyond.
First, let’s cover the basics. The Roku Channel is essentially a free, ad-supported television platform built directly into Roku devices. Think of it like SiriusXM, but for TV — a single guide packed with live and repurposed programming across dozens of channels with almost always intensely niche subject matters.
Some channels lean into nostalgia, like dedicated Supermarket Sweep and Bob Ross streams running around the clock. Others carry serious news weight. ABC News, CBS News, NBC News, and FOX all maintain live FAST channels on the platform. That’s the company you’d be keeping.
Now, consider this question: what if you could land your news channel on every cable system in America without spending a dime? You’d jump at it, right? Cable still reaches roughly 70 million households nationwide — and that’s a number most digital creators dream about touching.
Here’s the kicker, though. Roku devices are currently active in approximately 80 million households across the United States. That’s a larger potential footprint than cable, it’s free to pursue, and it’s growing.
Furthermore, 2.8% of all television viewing in February happened on The Roku Channel, according to figures from Nielsen’s The Gauge. That’s higher than Paramount+ and Peacock. It’s almost as much as Peacock, HBO Max, and Discovery+ combined. Now, doesn’t that sound like an attractive platform? Plus, as mentioned earlier, it’s free for viewers. At least for now.
The platform’s trajectory also matters here. As Roku continues expanding its device ecosystem, The Roku Channel will almost certainly remain a central priority for the company. They’ve got a financial incentive to keep the content pipeline strong and the viewer numbers climbing. That means creators who get in now — before the space becomes as crowded as YouTube — are positioning themselves ahead of the curve rather than chasing it.
Speaking of YouTube, I can already hear the concern: won’t putting your content on Roku cannibalize your existing audience there? It’s a fair question, but I’d push back on the premise. Rather than thinking of The Roku Channel as another mouth to feed, think of it as a way to enhance the content you’re already producing. If you’re generating video regularly, that footage doesn’t lose value by living in more than one place. It gains it.
Discovery is also a meaningful factor in this conversation. Frankly, getting found on The Roku Channel feels more achievable right now than cutting through the noise on YouTube. The algorithm on YouTube is both a blessing and a brutal gatekeeper.
On Roku’s platform, a well-positioned channel can find traction without needing millions of subscribers as a prerequisite. That lower barrier to viewer acquisition isn’t just convenient — it’s genuinely valuable as you build long-term audience equity.
The FAST channel space is still relatively early in its maturation cycle. Eventually, it’ll get more competitive and more expensive to stand out. But right now, independent and regional news creators have a real window to plant a flag on a platform that major broadcast networks already treat as legitimate distribution. Salem News Channel recognized that. The outlets still sleeping on it are leaving real audience potential on the table.
So here’s the bottom line. If you’re creating video news content with any consistency, a FAST channel deserves at least consideration in your distribution strategy. Without a shadow of a doubt.
And if you’re going to build one, doing everything in your power to get that channel onto The Roku Channel isn’t just a nice-to-have. It’s quickly becoming a necessity for creators who want to be taken seriously in the digital news landscape moving forward.
Don’t wait until everyone else figures this out. Get there first.
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
