Roku’s ad-supported free streaming channel is expanding. No, not to more platforms — it already did that. But rather, it’s expanding its content lineup. While before the channel offered free-to-stream movies and news, it will now feature live and linear sports and entertainment content, the company says.

As of earlier this year, The Roku Channel added live news from ABC News, Cheddar, Newsmax, Newsy, People TV, Yahoo and, most recently, The Young Turks, from the TYT Network.

It will now add entertainment content from partners including TMZ, AFV, FailArmy, People Are Awesome, Pet Collective and more. As with the channel’s other offerings, none of these streams will require a subscription.

Meanwhile, the channel will also begin to stream live sporting events from the Adventure Sports Network, COMBT GO, EDGEsport, Stadium and Wham Network, among others.

The additions come on the heels of Roku’s Q3 earnings, which saw the company beat Wall Street expectations on hardware, but saw platform revenue falling short — causing the stock to drop.

The company has been trying to move beyond being only a hardware device maker selling TVs and streaming players, to grow its platform business and advertising revenues. A key part of that strategy is The Roku Channel, which opens up Roku’s platform to a wider audience, and allows the company to sell ads against content.

The plan may work in the long run, but it’s taking time to ramp up, it seems.

However, Roku did report a growing user base with 23.8 million active users, streaming 6.2 billion hours in the quarter. That was ahead of expectations of 23.1 million users and 5.8 billion hours.

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