FuboTV Inc. ( FUBO ) shares traded higher on Thursday following the announcement of the launch of its Multiview feature, now in beta on select Roku, Inc. ( ROKU ) devices.

This feature is set to roll out to additional Roku ( ROKU ) devices in the coming weeks. With this launch, Fubo becomes the first virtual MVPD (vMVPD) to offer user-configurable multiviewing on Roku ( ROKU ).

Fubo provides around 150,000 new content assets daily, including live and on-demand options in sports, news, and entertainment.

“Multiview has been one of our most loved features and we’re thrilled to expand it to Roku ( ROKU ) users,” said Isaac Josephson, senior vice president, product management, Fubo.

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Fubo said its customers can now choose to stream up to four live channels at once with the beta version of the Multiview feature.

This fully customizable option is available for all Fubo channels, making it especially beneficial for watching live sports and news—unlike comparable features offered by other streaming platforms.

“With Multiview and a suite of product features that enable content discovery and personalization, Fubo’s goal is to ensure fans never miss a moment of their favorite content,” Josephson added.

Fubo first introduced multiviewing on Apple TV in 2020, setting the standard ahead of other virtual MVPDs.

A crucial aspect of Fubo’s product personalization strategy is allowing consumers to customize their experience with the most relevant content at the moments that matter most.

According to Benzinga Pro, FUBO stock has lost over 40% in the past year. Investors can gain exposure to the stock via ProShares Trust ProShares Metaverse ETF .

Price Action: FUBO shares are trading lower by 2.55% to $1.405 at last check Thursday.

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