User-facing features and components of the app
Inside the client profile
Industry
Digital media / Music streaming
Content distributor type
Subscription-based live concert platform
The product
A multi-platform app for streaming live and on-demand concert recordings
Inside the product journey
Business goal
The client aimed to expand their U.S. market presence by launching a Roku app with user experience based on their existing Apple TV app.
Our development approach
We redesigned the existing Apple TV app logic for Roku. We also implemented custom features to overcome native Roku platform constraints.
Outside the solution and into the real-world numbers
Within the first month after launch, the app achieved significant early results →
Explaining our tactic while building a Roku streaming app for the client
“The content distributor initially sought to replicate the user interface and experience of their existing React Native app. However, that solution was limited by Roku native component constraints, resulting in a complex user flow where basic actions involved excessive steps.
Rather than reproducing these limitations, we recommended a complete redesign and building the Roku app without relying on standard components, and our proven Roku expertise earned the client’s trust to do so. This is how our partnership unfolded.”
Rather than reproducing these limitations, we recommended a complete redesign and building the Roku app without relying on standard components, and our proven Roku expertise earned the client’s trust to do so. This is how our partnership unfolded.”
— Oxagile’s team
Custom UI freedom
We were granted the flexibility to develop custom elements such as carousels, animated counters, live badges, buttons, grids, tiles, and more — all precisely aligned with the desired design and functionality.
Streamlined UX
We simplified user interactions by reducing the number of screens and input fields, creating more intuitive navigation, and making tasks like signing in now require fewer steps. Additionally, users can conveniently enter data using their mobile devices instead of relying on the remote.
Optimized performance
Most UI components were custom-built to ensure high performance through lightweight classes tailored specifically to the app’s requirements. In contrast, Roku’s built-in components are closed systems, often overloaded with unnecessary features and lacking support for design-specific animations.
The libraries used in the project
The client’s solution redesign story
Platform limitations and inconsistent UX
The existing design was originally built for Apple TV (tvOS), and adapting it directly to Roku proved ineffective. Each platform has its own UX and technical constraints, making one-to-one reuse impractical and limiting.
Oxagile’s solution
We proposed abandoning direct adaptation in favor of creating a universal, scalable design system. This system would serve as a flexible foundation for all platforms — with each receiving tailored adjustments — ensuring long-term maintainability and a more seamless cross-platform experience.
Looking for experienced Roku experts?
The solution in a nutshell
“To align with the client’s goals, our Roku app solution focused on optimizing the video content experience specifically for big-screen environments. Every feature we developed reflected the unique interaction patterns of TV platforms — prioritizing ease of navigation, visual clarity, and performance.
A core principle of our approach was deep customization: nearly every screen includes custom UI components designed for both usability and aesthetic impact.“
A core principle of our approach was deep customization: nearly every screen includes custom UI components designed for both usability and aesthetic impact.“
— Oxagile's Roku developer
Home page grid
The home screen layout isn’t a typical static grid. It pulls different content types via multiple APIs, grouping them into horizontally scrollable rows (live shows, replays, featured content, etc.).
VOD details page filtering
One standout feature is the alphabetical artist filter. Instead of typing with a remote, users can scroll through the alphabet. Letters without available content are disabled, and selecting a letter reveals relevant artists. Once an artist is chosen, the page filters to show only their related events.
Hero carousel component
The hero area on the homepage is a completely custom, dynamic carousel. It automatically rotates and allows for highlighting priority content — like upcoming events or special promotions — with real-time updates.
Extra functionality we delivered
Flexible monetization with Roku Pay
- Implemented the full range of Roku Pay features, including monthly and annual subscriptions, as well as one-time purchases.
- Developed Enhanced Subscription Recovery, a feature that helps users with failed payments (e.g., expired cards) quickly restore their subscription without friction.
This feature became mandatory with Roku’s October 2024 certification update, and we responded swiftly by building a custom solution from scratch without relying on external code.
Future collaboration plans with the client
“We are going to broaden the feature set of the Roku platform we built, enhancing its capabilities to deliver a richer user experience. Simultaneously, we aim to tailor these functionalities for mobile and Android TV applications, creating a unified ecosystem where users can access and enjoy music effortlessly and intuitively across multiple devices.”
— The client’s Team Lead
