Overview

• Roku is testing autoplaying video ads that appear before users can access the home screen on its devices, confirmed as a temporary trial by the company.
• The ads, reported by users to feature content like Disney's Moana 2, have sparked widespread criticism for being intrusive and disruptive.
• Roku has not clarified whether the test will expand or become a permanent feature, leaving users uncertain about the platform's future direction.
• User backlash includes threats to stop using Roku devices, with many citing frustration over being forced to watch ads on products they already paid for.
• The controversy highlights Roku's reliance on advertising revenue and reflects broader industry trends of increasing ad integration on smart TVs and streaming platforms.