Roku has begun updating its smart TV operating system with a redesigned home screen that features a large permanent advertisement on the right side. The change marks the first major overhaul in a decade and includes new personalization tools powered by AI. Users in the US are starting to see the update automatically on their devices.
The new interface replaces the previous layout where ads appeared only after navigating away from the main menu. Now the ad marquee occupies significant space immediately upon startup and remains visible during navigation. It can promote streaming shows such as Ted Lasso or display unrelated paid advertisements like those for pet food products.
