Recently, Roku users have been encountering unexpected autoplaying ads when they first power on their televisions. This new feature, which has sparked considerable discussion among users, has been confirmed by Roku as part of a “test” currently being implemented. Many users have reported seeing advertisements for popular movies, including Disney’s Moana 2, as soon as they turn on their devices.
The autoplay ads play in full prior to directing users to their home screens. While there is a close button available for these ads, not all users have been able to locate it, leading to frustration. In a statement to ArsTechnica, Roku acknowledged that this behavior is indeed intentional. However, the company did not disclose the scope of the test or whether users can opt out of this feature.
This recent development marks a significant shift in how Roku is approaching advertising. The company has previously showcased ads on the home screen and within its screensaver, but the introduction of autoplay ads at startup represents a more aggressive strategy to promote brands and programming. Roku stated, “Our recent test is just the latest example as we explore new ways to showcase brands while still providing a delightful and simple user experience.”
This trend is not unique to Roku. In late 2023, it was reported that Amazon was also implementing autoplay ads on its Fire TV devices upon startup. Users found that a subsequent update allowed them to convert these video ads into static images, providing a semblance of control over their viewing experience. It remains to be seen if Roku will offer similar alternatives for its users.
As Roku continues to test this new advertising feature, users are left wondering about the future of their viewing experience. The introduction of autoplaying ads raises questions about user privacy and control over content. While Roku has a history of integrating ads into its platform, the move to autoplay at startup could redefine user expectations and experiences going forward.
In addition to the new advertising strategy, Roku is also working on enhancing user functionality with features like picture-in-picture for monitoring cameras directly on the TV. Furthermore, the platform continues to update its offerings, including a major update to the Roku Channel that introduces new features and additional free channels. The upcoming Roku Ultra (2024) is set to compete with Google TV streamers, featuring a backlit remote and more user-friendly options.
As Roku navigates these changes, users can stay informed about updates and new features to ensure they are making the most of their viewing experience.
