Roku Inc. (NASDAQ: ROKU) announced the launch of Creators, a new entertainment destination that consolidates creator content across its streaming platform for users in the United States. The feature allows viewers to discover and stream creator-driven content without navigating multiple channel applications.

"With the launch of our new Creators destination, we're making it effortless to enjoy creator content the way it deserves to be watched: on the big screen, in stunning quality, without the hassle of searching across a dozen different apps," said Lisa Holme, Head of Content at Roku Media.

The company is expanding its creator partnerships for The Roku Channel with new free ad-supported streaming television channels from creators including Prof G Podcast Network, Modern Wisdom Podcast with Chris Williamson, Preston & Brianna, Stokes Twins, and Nomad Travel. Additional creators such as iShowSpeed, Jesser, and the Kalogeras Sisters are scheduled to join in coming months.

This content will complement existing creator programming on The Roku Channel, which includes content from Alan Chikin Chow, MrBeast, Good Mythical Morning, and Hot Ones.

Users can access the Creators destination by scrolling to the Categories section and selecting "More" to find the Creators tile. The feature includes dedicated rows for trending content, genres, and personalized recommendations. A separate Creators page within The Roku Channel will centralize all creator content available on the streaming service.

Holme stated that Roku serves over 100 million households currently streaming on the platform. The information is based on a company press release.