it would integrate the leading skinny bundles into Fire TV's Live TV tab, which it said would help users discover live video content. This should make it easier for viewers to browse streaming video apps that deliver live content within a single hub. a new Live TV tile on its free ad-supported platform, Roku Channel. Viewers can get access to a live TV channel guide that helps them navigate the platform's available live content.
Both initiatives are the platforms' attempts to better replicate the traditional cable experience. By improving discovery and access to live TV content, the CTV providers hope they can bring more eyeballs to their supply of live content. A larger audience of live TV content will in turn help Amazon and Roku persuade more advertisers to invest their budgets in CTV platforms.
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