diff --git a/homeassistant/components/roku/const.py b/homeassistant/components/roku/const.py
index 1a1383dceb6..eb2d5040b50 100644
--- a/homeassistant/components/roku/const.py
+++ b/homeassistant/components/roku/const.py
@@ -2,7 +2,9 @@
 DOMAIN = "roku"
 
 # Attributes
+ATTR_CONTENT_ID = "content_id"
 ATTR_KEYWORD = "keyword"
+ATTR_MEDIA_TYPE = "media_type"
 
 # Default Values
 DEFAULT_PORT = 8060
diff --git a/homeassistant/components/roku/media_player.py b/homeassistant/components/roku/media_player.py
index ebc8feef446..10483d980f9 100644
--- a/homeassistant/components/roku/media_player.py
+++ b/homeassistant/components/roku/media_player.py
@@ -3,6 +3,7 @@ from __future__ import annotations
 
 import datetime as dt
 import logging
+from typing import Any
 
 import voluptuous as vol
 
@@ -12,6 +13,7 @@ from homeassistant.components.media_player import (
     MediaPlayerEntity,
 )
 from homeassistant.components.media_player.const import (
+    ATTR_MEDIA_EXTRA,
     MEDIA_TYPE_APP,
     MEDIA_TYPE_CHANNEL,
     SUPPORT_BROWSE_MEDIA,
@@ -43,7 +45,13 @@ from homeassistant.helpers.network import is_internal_request
 
 from . import roku_exception_handler
 from .browse_media import build_item_response, library_payload
-from .const import ATTR_KEYWORD, DOMAIN, SERVICE_SEARCH
+from .const import (
+    ATTR_CONTENT_ID,
+    ATTR_KEYWORD,
+    ATTR_MEDIA_TYPE,
+    DOMAIN,
+    SERVICE_SEARCH,
+)
 from .coordinator import RokuDataUpdateCoordinator
 from .entity import RokuEntity
 
@@ -63,6 +71,11 @@ SUPPORT_ROKU = (
     | SUPPORT_BROWSE_MEDIA
 )
 
+ATTRS_TO_LAUNCH_PARAMS = {
+    ATTR_CONTENT_ID: "contentID",
+    ATTR_MEDIA_TYPE: "MediaType",
+}
+
 SEARCH_SCHEMA = {vol.Required(ATTR_KEYWORD): str}
 
 
@@ -352,6 +365,8 @@ class RokuMediaPlayer(RokuEntity, MediaPlayerEntity):
     @roku_exception_handler
     async def async_play_media(self, media_type: str, media_id: str, **kwargs) -> None:
         """Tune to channel."""
+        extra: dict[str, Any] = kwargs.get(ATTR_MEDIA_EXTRA) or {}
+
         if media_type not in (MEDIA_TYPE_APP, MEDIA_TYPE_CHANNEL):
             _LOGGER.error(
                 "Invalid media type %s. Only %s and %s are supported",
@@ -362,7 +377,13 @@ class RokuMediaPlayer(RokuEntity, MediaPlayerEntity):
             return
 
         if media_type == MEDIA_TYPE_APP:
-            await self.coordinator.roku.launch(media_id)
+            params = {
+                param: extra[attr]
+                for (attr, param) in ATTRS_TO_LAUNCH_PARAMS.items()
+                if attr in extra
+            }
+
+            await self.coordinator.roku.launch(media_id, params)
         elif media_type == MEDIA_TYPE_CHANNEL:
             await self.coordinator.roku.tune(media_id)
 
diff --git a/tests/components/roku/test_media_player.py b/tests/components/roku/test_media_player.py
index 55ffa3fe574..d0e0388dde1 100644
--- a/tests/components/roku/test_media_player.py
+++ b/tests/components/roku/test_media_player.py
@@ -13,6 +13,7 @@ from homeassistant.components.media_player.const import (
     ATTR_MEDIA_CONTENT_ID,
     ATTR_MEDIA_CONTENT_TYPE,
     ATTR_MEDIA_DURATION,
+    ATTR_MEDIA_EXTRA,
     ATTR_MEDIA_POSITION,
     ATTR_MEDIA_TITLE,
     ATTR_MEDIA_VOLUME_MUTED,
@@ -38,7 +39,13 @@ from homeassistant.components.media_player.const import (
     SUPPORT_VOLUME_MUTE,
     SUPPORT_VOLUME_STEP,
 )
-from homeassistant.components.roku.const import ATTR_KEYWORD, DOMAIN, SERVICE_SEARCH
+from homeassistant.components.roku.const import (
+    ATTR_CONTENT_ID,
+    ATTR_KEYWORD,
+    ATTR_MEDIA_TYPE,
+    DOMAIN,
+    SERVICE_SEARCH,
+)
 from homeassistant.components.websocket_api.const import TYPE_RESULT
 from homeassistant.config import async_process_ha_core_config
 from homeassistant.const import (
@@ -448,7 +455,31 @@ async def test_services(
             blocking=True,
         )
 
-        launch_mock.assert_called_once_with("11")
+        launch_mock.assert_called_once_with("11", {})
+
+    with patch("homeassistant.components.roku.coordinator.Roku.launch") as launch_mock:
+        await hass.services.async_call(
+            MP_DOMAIN,
+            SERVICE_PLAY_MEDIA,
+            {
+                ATTR_ENTITY_ID: MAIN_ENTITY_ID,
+                ATTR_MEDIA_CONTENT_TYPE: MEDIA_TYPE_APP,
+                ATTR_MEDIA_CONTENT_ID: "291097",
+                ATTR_MEDIA_EXTRA: {
+                    ATTR_MEDIA_TYPE: "movie",
+                    ATTR_CONTENT_ID: "8e06a8b7-d667-4e31-939d-f40a6dd78a88",
+                },
+            },
+            blocking=True,
+        )
+
+        launch_mock.assert_called_once_with(
+            "291097",
+            {
+                "contentID": "8e06a8b7-d667-4e31-939d-f40a6dd78a88",
+                "MediaType": "movie",
+            },
+        )
 
     with patch("homeassistant.components.roku.coordinator.Roku.remote") as remote_mock:
         await hass.services.async_call(