Roku Tests Autoplaying Ads Before Home Screen Access

The company confirms the ads are part of a test, but backlash from users highlights dissatisfaction with intrusive advertising methods.

Roku is testing autoplaying video ads, such as trailers for Moana 2, that play before users can access the Roku OS home screen.
The company has stated that this feature is currently a test and has not confirmed whether it will become a permanent part of the platform.
Users have expressed significant frustration online, calling the ads intrusive and threatening to switch to alternative streaming devices.
Roku's business model heavily relies on advertising revenue, prompting ongoing experimentation with new ad formats, including HDMI-connected device overlays.
CEO Anthony Wood has emphasized the importance of balancing increased monetization with maintaining the 'iconic' home screen experience to preserve customer satisfaction.