Roku Tests Unskippable Startup Ads, Drawing Strong User Backlash

The company confirms the autoplaying video ads are part of a test but has not disclosed plans for permanent implementation.

Roku is testing autoplaying video ads, including trailers for movies like 'Moana 2,' that play before users can access the home screen.
The ads are unskippable, prompting widespread criticism from users who describe them as intrusive and unacceptable.
Roku has stated that the ads are part of ongoing efforts to innovate and explore new advertising formats, but their future remains uncertain.
The company’s business model heavily relies on advertising revenue rather than hardware sales, influencing its push for new ad formats.
This test follows Roku's history of experimenting with ad placements, such as static home screen ads and HDMI overlays.