Roku owners may soon be subjected to an even more invasive advertising experience. The company is testing the waters of auto-playing video ads before users can access the Roku OS home screen. Reports have surfaced of customers seeing ads for popular titles, including Moana 2, when they first turn on their devices.
The autoplaying ads feature a “close” option, but some users may not be aware of it. Roku claims that these ads are currently only part of an internal testing phase and will not become permanent features if approved. According to the company, the goal is to provide a seamless user experience while showcasing brands and programming in new ways.
Roku’s spokesperson stated that their business relies on continuous innovation and testing across various aspects, including advertising. However, the company has yet to respond to questions about making the feature permanent or providing more information on its plans for the future.
Source: https://arstechnica.com/gadgets/2025/03/roku-says-unpopular-autoplay-ads-are-just-a-test