Redakcja Choose TV
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 part of the interface and remain visible practically all the time. The company explains that it wants to further personalize recommendations and increase the monetization 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 big billboard rather than a simple media center. The company clearly prioritizes promoting content and ads today over a maximally minimalist interface.
Ads on Roku will now be visible almost all the time
After the update, a large ad banner appears from the moment the device is turned on. Previously, ads were only visible after you began navigating the system menu. Now they occupy a significant portion of the home screen almost continuously. Ads may promote series, movies, or regular sponsored products not directly related to streaming platforms. Roku has acknowledged that the ratios between ads and recommended content may change dynamically. The company also openly admits that the new screen is designed to increase revenue from advertising and subscriptions. It is the advertising and platform division that is currently responsible for Roku's largest profits.
Roku is increasingly focusing on AI and content personalization
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 appeared, which are designed to automatically select apps and materials based on user behavior. Roku claims that most people do not organize their apps manually anyway, so the system is meant to do it automatically. New thematic tabs have also been added, grouping content by mood or genre. However, some users do not hide their frustration and believe that the platform is increasingly trying to impose its own recommendations instead of simply allowing quick access to selected apps or movies.
Roku is significantly revamping 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 people believe that the platform is already overdoing it with the amount of sponsored content on the home screen.
source: arstechnica
