Recently, Roku has faced scrutiny regarding its new “Pause Ads” feature, leading the company to clarify important details about how this functionality works. According to an update on May 6, Roku addressed some misunderstandings that emerged on platforms like Reddit and tech forums, specifically about the nature and source of these ads.
In a conversation with 9to5Google, Roku confirmed that a widely circulated Reddit thread showcasing Pause Ads did not originate from Roku's platform. Instead, the ad displayed was identified as a “non-Roku” ad, although the company did not specify its source. It is presumed that the advertisement comes from another streaming application being used on the Roku device in question.
Moreover, Roku emphasized that its Pause Ads feature is currently limited to the Roku Channel app. This means that the Pause Ads will not appear on HDMI inputs or content from various other applications. This detail was overlooked in earlier reports, including our own. Roku has been working on this ad format for a while, and it has now rolled out to users after extensive testing.
Over the past few days, Roku has initiated the rollout of Pause Ads across several devices, including the Roku Ultra and Streambar Pro. Users on Roku’s forums and Reddit have reported seeing these changes, indicating a broader implementation of the feature. The rollout has been highlighted by tech news outlets such as TechIssuesToday, confirming that the Pause Ads functionality is indeed becoming available for a wider audience.
Previously, a report from Lowpass hinted at a patent concerning how ads would function on HDMI inputs; however, the current rollout is focused solely on the Roku Channel app. Roku has also produced a demonstration video explaining how Pause Ads function, which can be found embedded in their official communications.
In addition to clarifying its Pause Ads feature, Roku has acknowledged ongoing issues with HDR content on its platform. Users have reported that HDR content from Disney+ appears “washed out” following a recent software update. Roku stated that it is currently investigating the matter to determine the cause of the color discrepancies, with users citing specific examples such as scenes from the popular series Andor.
As Roku continues to enhance its advertising capabilities and address technical issues, users can expect further updates on both the Pause Ads rollout and resolutions for HDR content quality. For those looking to learn more about Roku, recent developments include the introduction of picture-in-picture features for monitoring cameras and innovations for the upcoming Roku Ultra (2024), which will compete with Google TV by offering a backlit remote and more.
