On Roku, apps are called channels. That can be confusing the first time you look for Netflix, Hulu, Tubi, or another service, but they all install from the same built-in Streaming Channels store.
These steps apply to Roku TVs and Roku streaming devices, including Roku Streaming Stick, Roku Ultra, Roku Express, and similar models. The process is the same because the Roku software is the same.
Does this affect you?
Use this guide if you want to add a streaming app to Roku, cannot find the app store, or installed a channel but do not see it on the home screen. You need an internet connection and a Roku account linked to the device.
Add a channel from Streaming Channels
Search is the fastest way to install a specific app.
- Press Home on the Roku remote.
- Scroll down the left menu and select Streaming Channels.
- Choose Search Channels.
- Type the app name, such as Hulu, Tubi, Netflix, or Max. If you use the Roku mobile app, you can type with your phone keyboard.
- Select the correct channel from the search results.
- Choose Add channel and wait for installation to finish.
Return to the Home screen when it is done. New channels usually appear at the end of the channel grid, ready to open and sign in.
Browse featured and free channels
If you are exploring rather than searching for one app, browse Roku’s categories.
- Open Streaming Channels from the Roku home menu.
- Choose a category such as Featured, Movies & TV, Free, News, Sports, or Recommended.
- Open any channel tile to read its details.
- Choose Add channel to install it.
The Free category is useful because Roku regularly highlights ad-supported services such as Pluto TV, Tubi, and similar apps that do not require a paid subscription.
What to do if the app is missing
Roku has a large catalog, but not every service offers a Roku channel in every region. If search shows no result, check the streaming service’s own website for Roku availability.
Also make sure the Roku is linked to the right account. Go to Settings > System > About to see the account email, or manage the account at my.roku.com. A linked account lets channels and purchases carry over when you add another Roku or reset the device.
Move the channel after installing
Roku adds new channels to the end of the home screen by default. To move one, highlight the tile, press the Star button on the remote, choose Move channel, and place it where you want it.
If installs fail or the channel store behaves strangely, check Settings > System > System update > Check now, then restart the Roku and try again. Updating can refresh the channel catalog and fix store errors.
Sources
- Roku Support – Add and manage channels (2025)
- Roku Support – Search for content on Roku (2025)
- Roku Support – Roku account and channel store (2025)