"Awful": Roku tests autoplaying ads loading before the home screen [View all]

Owners of smart TVs and streaming sticks running Roku OS are already subject to video advertisements on the home screen. Now, Roku is testing what it might look like if it took things a step further and forced people to watch a video ad play before getting to the Roku OS home screen.

Reports of Roku customers seeing video ads automatically play before they could view the OS’ home screen started appearing online this week. A Reddit user, for example, posted yesterday: “I just turned on my Roku and got an ... ad for a movie, before I got to the regular Roku home screen.” Multiple apparent users reported seeing an ad for the movie Moana 2. The ads have a close option, but some users appear to have not seen it.

When reached for comment, a Roku spokesperson shared a company statement that confirms that the autoplaying ads are expected behavior but not a permanent part of Roku OS currently. Instead, Roku claimed, it was just trying the ad capability out.

Roku’s representative said that Roku’s business “has and will always require continuous testing and innovation across design, navigation, content, and our first-rate advertising products,” adding:

Our recent test is just the latest example, as we explore new ways to showcase brands and programming while still providing a delightful and simple user experience.

https://arstechnica.com/gadgets/2025/03/roku-says-unpopular-autoplay-ads-are-just-a-test/