Roku Tests Autoplay Ads Before Home Screen, Drawing User Backlash

The company confirms the ads are part of a test but has not clarified if they will become a permanent feature.

Roku users report seeing autoplaying ads, including unskippable trailers for 'Moana 2,' before accessing the home screen.
Roku has confirmed the ads are part of a test and stated they are not currently a permanent feature of Roku OS.
Many users have expressed frustration online, with some threatening to stop using Roku devices if the ads persist.
Roku generates most of its revenue from advertising rather than hardware sales, driving its exploration of new ad formats.
The company describes the test as part of its strategy to balance increased monetization with maintaining customer satisfaction.