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).