Roku testing auto-play video ads before loading the home screen

Roku has begun running video ads that automatically play before loading the home screen, as reported by Ars Technica. This is impacting owners of Roku-branded smart TVs and streaming sticks, so long as the device runs the company’s proprietary OS. It’s worth noting that Roku users already see commercials on the home screen itself, so folks have to suffer through an ad to get to the ads.

Multiple users have reported seeing commercials for the movie Moana 2, though there does seem to be an option to close the video. A Roku spokesperson shared a company statement that confirmed the new ad placement but said it's just a test. The company declined to comment on whether or not this would become a permanent fixture within the OS.

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