Roku has initiated a test involving autoplaying video ads immediately upon device startup before users can access the home screen, a move that has sparked significant backlash from users (via ArsTechnica).
In recent days, numerous Roku users have reported encountering video advertisements that automatically play as soon as they power on their devices. These ads, such as trailers for upcoming movies like “Moana 2,” commence before users can navigate to the Roku home screen.
While some users have noted the presence of a close button to exit the ad, others have reported an inability to locate such an option, leading to concerns about unskippable content. The introduction of these startup ads has led to a surge of negative feedback across various platforms.
On Reddit, users have voiced their dissatisfaction, with comments highlighting the intrusive nature of the ads and expressing intentions to switch to alternative streaming devices if the practice continues. One user remarked, “It really pissed me off seeing this for the first time yesterday. If Roku wants to go down this route I’ll drop it like a hot turd, plenty of other options out there.”
Similarly, discussions on Roku’s community forums reflect a growing discontent among users who feel that the autoplay ads disrupt their viewing experience and encroach upon the usability of the platform.
In response to the mounting criticism, Roku has acknowledged that the autoplaying ads are part of an experimental test.
A Roku spokesperson stated, “Our recent test is just the latest example, as we explore new ways to showcase brands and programming while still providing a delightful and simple user experience.” However, the company has not disclosed specific details regarding the scope of the test, including the number of devices affected.
Roku’s experiment with startup autoplay ads is not an isolated case within the industry. In late 2023, Amazon introduced similar autoplaying ads on its Fire TV platform, which also faced substantial user backlash.
While Amazon eventually provided a setting to switch from video ads to static images, the initial implementation was also met with widespread criticism.
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