Roku has made a significant move in the streaming wars, securing the exclusive US streaming rights to the X Games Aspen and a soon-to-be-announced summer event. The company announced on Wednesday that both events will air on its free 24/7 sports channel, Roku Sports Channel, as part of its ongoing push into live sports.

The X Games, founded by ESPN in the 1990s, have had a varied streaming history, with previous broadcasts on platforms such as YouTube, Twitch, ESPN, ABC, and the VR app Xtadium. However, with MSP Sports acquiring majority ownership in 2022, the X Games have been seeking a new primary streaming home. Roku's deal marks a significant coup for the company, as it continues to expand its sports offerings.

The Roku Sports Channel, launched as a hub for the company's live Sunday MLB games, Formula E races, and other sports-related content, will now feature the X Games Aspen event, taking place from January 23rd to 25th. Additionally, Roku has launched a free ad-supported streaming TV channel dedicated to the X Games, which will air programming highlights, clips, interviews, archival content, and more leading up to the event.

Roku's move into live sports is part of a broader trend, with various streaming platforms vying for sports broadcasting rights. Netflix has announced plans to air live NFL games on Christmas Day, while Max is launching a live sports add-on. Amazon Prime Video has also picked up streaming rights to NBA games. Even the tournament series Street League Skateboarding has signed a deal with the right-wing streaming platform Rumble.

The X Games deal is a significant win for Roku, as it looks to differentiate itself in an increasingly crowded streaming market. With its free, ad-supported model, Roku is well-positioned to attract a large audience for the X Games, which is expected to draw in action sports enthusiasts and casual viewers alike.

As the streaming landscape continues to evolve, Roku's move into live sports is a strategic play to attract new users and retain existing ones. With its Roku Sports Channel and X Games partnership, the company is poised to become a major player in the sports streaming space.

As the X Games Aspen event approaches, Roku is likely to announce more details about its plans for the event, including additional programming and features. With its exclusive streaming rights, Roku is well-positioned to deliver an immersive and engaging experience for X Games fans.

In the broader context, Roku's X Games deal highlights the ongoing shift in the sports broadcasting landscape, as traditional networks and streaming platforms alike vie for rights to premium sports content. As the market continues to evolve, it will be interesting to see how Roku's move into live sports plays out, and what implications it may have for the broader streaming industry.