Roku has confirmed it is testing auto-playing video ads before loading the home screen on its smart TVs, but the company claims this is just a test and not a permanent change.
Users of Roku-powered devices began reporting the issue on Reddit and other forums last week. The ads are supposed to be skippable with a close option, but many users are not seeing this feature.
Roku’s representative stated that the company needs to “continuously test and innovate” its advertising products, including auto-playing video ads. However, some users are strongly opposed to this change, calling it intrusive and unacceptable.
Many commenters have vowed to dump Roku if the test becomes permanent, with some suggesting they’ll switch back to Chromecast or Apple TV instead. The move has sparked negative reactions on the Roku forum, with users expressing their disappointment and frustration with the ad feature.
Source: https://9to5mac.com/2025/03/18/in-garbage-move-roku-testing-auto-playing-video-ads-before-loading-the-home-screen