Owners of smart TVs and streaming sticks powered by Roku OS are already familiar with the presence of video advertisements on the home screen. However, recent reports indicate that Roku is experimenting with taking this advertising approach a step further. Users are now encountering autoplay video ads that play automatically before they can access the Roku OS home screen.
This week, numerous reports surfaced online from Roku customers who experienced these autoplay ads. A post on Reddit highlighted a user's surprise at encountering an unskippable ad for a movie immediately upon turning on their Roku device. Many users reported seeing ads for the upcoming movie Moana 2 before being able to navigate to their home screen.
In response to these reports, a Roku spokesperson confirmed that the autoplaying ads are part of a testing phase and not a permanent feature of Roku OS. The representative stated that the company is exploring new advertising capabilities while maintaining a user-friendly experience. They emphasized the importance of continuous testing and innovation across design, navigation, content, and advertising products.
Roku has not provided additional details regarding whether these autoplay ads will become a permanent feature, which devices are affected, or the reasoning behind this new advertising strategy. They also did not address the growing customer backlash against this development.
Concerns about the permanence of these ads have led users to label them as "unacceptable" and intrusive. Many fear that if Roku increases its ad load from static images to dynamic video ads with sound, it will test the limits of customer tolerance. One Redditor shared their thoughts, stating, “I could accept the static ad on the side. Forcing a loud commercial is awful.”
Roku, known for its budget-friendly streaming hardware, has a history of pushing the envelope on advertising. The company has even applied for a patent for technology that would allow ads to be displayed over any content users plug into their TVs, although this feature has not yet been implemented.
While Roku is facing backlash, users should be aware that there are other less intrusive smart TV platforms available. However, the trend across the industry shows a growing reliance on ads and tracking as TV manufacturers, whether budget or premium brands, seek to enhance revenue in a competitive market characterized by declining hardware prices and innovation.
