Roku has announced a major update to its smart TV operating system, marking the first significant change in a decade. The most striking aspect of this update is the introduction of a large, permanent ad space on the home screen, which is visible as soon as users power on their Roku devices.
Previously, the Roku OS home screen displayed a menu on the left side, featuring sections like “What to Watch,” “Live,” and “Search.” The right side included a row of tiles for “Recommended” content and additional rows for downloaded apps. Users would only see ads after navigating away from the main menu. With the new update, however, the ad space occupies a significant portion of the screen, remaining visible throughout the user’s navigation across the platform.
Ad Space Functionality
The newly introduced ad space can showcase marketing for various TV shows or movies available for streaming. For instance, Roku highlighted an ad for the Apple TV+ show Ted Lasso in its announcement. Reports indicate that this space may also feature unrelated advertisements, such as one for The Farmer’s Dog dog food, as demonstrated by CNET. According to Preston Smalley, Roku’s VP of viewer product, the ratio of paid to programmed ads is not fixed and may fluctuate.
Financial Context
This redesign appears to align with Roku’s strategy to enhance profitability. The company achieved annual profitability for the first time in 2021, largely due to increased home viewership during the pandemic. However, profitability was not sustained until 2025, when advertising revenue surged. In its latest earnings report, Roku reported $371 million in advertising revenue, contributing to a gross profit of $584.1 million from its Platform business, which encompasses advertising and subscriptions.
Additional Changes in the UI
The updated home screen also features a streamlined left sidebar menu, replacing text with images. The center of the screen now displays tiles for “Top Picks for You,” which offers personalized recommendations based on user interests, and “Quick Access,” which utilizes AI to highlight frequently used apps. Additionally, a new section called Destinations has been introduced, providing curated content across various genres and moods.
While some users have expressed dissatisfaction with the new recommendations and ad placements, the update aims to enhance user engagement and monetization. Roku has also included a “Continue Watching” tile in the Quick Access section, allowing users to easily find previously viewed content. However, accessing this content still requires additional navigation, which some users may find inconvenient.
The rollout of the new home screen is set to begin today for Roku TVs and streaming devices in the US, with the update being applied automatically.
This article was produced by NeonPulse.today using human and AI-assisted editorial processes, based on publicly available information. Content may be edited for clarity and style.
