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Roku has officially begun to implement the biggest redesign of its smart TV system in 10 years. The most significant change has been the new home screen, where ads now occupy a very large portion of the interface and remain visible almost 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 large advertisement billboard rather than a simple multimedia centre. The company clearly prioritises promoting content and advertisements over a maximally minimalist interface today.
Ads on Roku will now be visible practically 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 navigating through the system menu. Now they occupy a significant portion of the main screen almost continuously. The advertisements may promote series, films, or ordinary sponsored products not directly related to streaming platforms. Roku has acknowledged that the balance between ads and recommended content may change dynamically. The company also openly admits that the new screen is intended to increase revenue from advertising and subscriptions. It is the advertising and platform division that today accounts for the largest profits for Roku.
Roku is increasingly focused on AI and content personalisation
The new system has also received more aggressive recommendations and features based on artificial intelligence. Sections such as “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 do not manually organise their apps 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 rather than simply allowing them to quickly launch their chosen apps or films.
Roku is significantly overhauling its smart TV system and is clearly focusing on advertisements and algorithmic recommendations. For some users, the new interface may be more convenient, but many believe that the platform is already overdoing it with the amount of sponsored content on the home screen.
source: arstechnica
