Roku is broadening its push into the smart TV market after inking a licensing deal with RCA.

The deal, in conjunction with Display-Vu Group, an affiliate of Curtis International, will see RCA start to offer Roku-powered HDTV models sometime this summer in the U.S. and Canada.

Outfitted with Roku’s operating system, those TVs will provide access to Roku’s array of more than 5,000 streaming “channels,” and a library of about 450,000 movies and TV shows, they said. RCA TVs are manufactured and distributed in the U.S. and Canada by Display-Vu Corp.

The deal also marks a shift of allegiance for RCA, which has also been working with Android TV.

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RCA, a brand now owned by Technicolor, joins a growing roster or Roku TV partners. Others TV makers with Roku licensing deals include Element Electronics, Hitachi America, Haier America, Sharp, Insignia (Best Buy’s in-house brand), and Hisense. Of that group, Haier is pivoting to a platform powered by Google’s “Chromecast built-in” platform, but Roku has pledged to continue supporting and providing software updates to Haier smart TVs that use Roku’s OS.

RELATED: CES 2017: Roku Adds Another TV Partner

Citing shipment data from IHS, Roku has previously held that Roku TVs accounted for 13% of all U.S. smart TV sales, or one out of eight smart TV purchases, citing new TV shipment data from IHS.

“RCA is an iconic brand with deep roots in the living room. Consumers love the brand and as we combine that with today’s modern streaming approach, RCA Roku TVs are sure to be a favorite this year,” Chas Smith GM of Roku TV and players, said in a statement.

Roku said recently it had 14 million “active accounts” as of March 31, 2017. The privately held companypulled in nearly $400 million in revenues for 2016, with $100 million coming from its media and licensing division.

Showtime Networks has expanded its streaming reach by offering its standalone OTT subscription service as well as its authenticated TV Everywhere offering, Showtime Anytime, on select 2015 and all 2016 connected TV models from Samsung.

Via those smart TVs, consumers can subscribe to the standalone offering, which sells for $10.99 per month, and access the premium programmer’s TVE offering, which support Showtime’s East and West coast live feeds, as well as a VOD library that features series such as Homeland, Billions, Ray Donovan, The Affair, Shameless and upcoming new original series, Twin Peaks.

RELATED: Showtime to Offer Subs Original ‘Twin Peaks’ Dec. 26

Showtime Anytime is also supported on Web browsers, iOS and Android mobile devices, Google’s Chromecast streaming adapter, Roku players, Android TV devices, Amazon Fire TV devices, the Xbox 360 and Xbox One and Apple TV.

Subscribers to the Showtime standalone service can also authenticate the service through  Showtime Anytime. Showtime also distributes its standalone service through partners such as Amazon, Hulu and Sony PlayStation Vue.

RELATED:  Amazon Sells Showtime, Starz Add-On  Subscriptions

About 49 million U.S. Internet homes now own some type of connected-TV or connected-TV streaming device, an increase of about 6 million homes, or 14%, over the past year, according to a new report from NPD Group.

The study, based on a survey of more than 5,000 U.S. consumers conducted in Q4 2015, found that the latest numbers mean more than half (52%) of all U.S. Internet homes have at least one device in the growing category.

Broadband-fueled gaming consoles still represent the highest penetration from a device-type standpoint (see chart), followed by the surging market for streaming media players, as well as connected TVs and Blu-ray players, per NPD’s study, Connected Intelligence Connected Home Entertainment Report

The research firm estimates that the average connected TV home had nearly three (2.9) devices installed that could stream video/programming from apps directly to the television screen.

“Ownership of connected televisions and streaming media players is accelerating while the availability of streaming content is simultaneously expanding,” John Buffone, executive director, Connected Intelligence at NPD Group, said in a statement. “These combined forces will continue to drive increased adoption of connected devices within U.S. households. At the same time, as the number of households that have access to apps on TVs rises, so too do the business opportunities for content owners and distributors.”

Adelphic, a mobile and cross-channel demand-side platform that counts Google Ventures among its backers, said it has inked a deal with LiveRail (now part of Facebook) to bring connected TV ad inventory to programmatic buyers.

Adelphic said the linkage will enable its clients, which include trading desks, to buy ads programmatically to consumers who use connected TVs and integrate that inventory into their multi-channel campaigns. About 138.8 million U.S. consumers will tap into a connected TV at least once per month this year, according to eMarketer.

Matching programmatic buying to connected TV platforms will give media buyers greater transparency into consumer preferences and purchase behavior, while giving programmatic buyers the ability to modify their bid prices for different consumer groups in real-time.

“By working with LiveRail and incorporating CTV inventory into our platform, our clients will have an unprecedented ability to influence consumer behaviors throughout the path to purchase, starting in living rooms and continuing to, and through, retail environments,” said Michael Collins, CEO of Adelphic.    

Founded in 2011, Adelphic is funded by Matrix Partners, Blue Chip Venture Company and Google Ventures. It has raised about $23 million, according to CrunchBase.