Roku Will Power Connected TVs From Haier And Best Buy’s Insignia Brand, Support 4K Streaming With TCL — techcrunch.com

Streaming video technology provider Roku has quietly been building a list of device manufacturers that are embedded its software into their TVs. The latest to be added are Best Buy, which will embed Roku streaming into its Insignia-brand TVs this spring, and Haier, which will begin selling Roku-powered streaming TVs later in the year. Over the last few years, Roku has transitioned from being a hardware company selling streaming video boxes to a provider of software that can be embedded onto smart TVs from other consumer electronics manufacturers. While it has sold more than 10 million of its own devices, the company is betting on partners to help get much wider distribution that it could reach on its own.

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