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Roku has officially begun rolling out the biggest redesign of its smart TV system in 10 years. The biggest change is the new home screen, where ads now take up a very large portion of the interface and remain visible practically all the time. The company explains that it wants to further personalise recommendations and increase the monetisation of the platform. However, the new look has immediately sparked considerable controversy among users. Many Roku device owners believe that the system increasingly resembles one giant billboard rather than a simple media centre. The company is clearly prioritising the promotion of content and ads over a maximally minimalist interface.
Ads on Roku will now be visible pretty much all the time
After the update, a large advertising banner appears from the moment the device is turned on. Previously, ads were only visible after starting to navigate the system menu. Now they occupy a significant portion of the home screen almost nonstop. Ads may promote series, films, or regular sponsored products not directly related to streaming platforms. Roku has admitted that the ratios between ads and recommended content can change dynamically. The company also openly acknowledges that the new screen is intended to increase revenue from ads and subscriptions. It is the advertising and platform department that today accounts for the largest profits of Roku.
Roku is increasingly focusing on AI and content personalisation
The new system has also received more aggressive recommendations and features based on artificial intelligence. Sections like “Top Picks for You” and “Quick Access” have been introduced to automatically select apps and content based on user behaviour. Roku claims that most people don’t organise their apps manually anyway, so the system is designed to do it automatically. New thematic tabs have also been added, grouping content by mood or genre. However, some users are not hiding their frustration and believe that the platform is increasingly trying to impose its own recommendations instead of simply allowing users to quickly launch their chosen apps or films.
Roku is heavily revamping its smart TV system and clearly focusing on ads and algorithmic recommendations. For some users, the new interface may be more convenient, but many people believe that the platform is overdoing it with the amount of sponsored content on the main screen.
source: arstechnica
