Roku OS’s home screen now features a large, permanent ad

Source: Ars Technica

Announcement

In a February earnings call, Roku CEO Anthony Wood said that the new home screen—then still in testing—would “increase monetization over time, whether that’s getting viewers to sign up for subscriptions or watch more ad‑supported content.”【https://www.fool.com/earnings/call-transcripts/2026/02/12/roku-roku-q4-2025-earnings-call-transcript/】

Other changes

New home‑screen layout

• A slimmer left‑sidebar menu now shows images instead of text.
• The center of the screen features a “Top Picks for You” row that offers personalized recommendations based on each user’s interests; no two users see the same mix.
• Below that is a “Quick Access” row that uses AI to surface the most‑used apps and shortcuts.
• A new “Destinations” section provides curated hubs organized by genre or mood (e.g., comedies, sports, movies) that pull content from multiple streaming services.

“One of the things we found is that not very many people actually customized those app screens,” said Smalley to Fast Company. “They’d end up scrolling all the way to the bottom of this long list. So, what we wanted to do was actually pull that all together in a way that made sense for you.”【https://www.fastcompany.com/91548233/why-rokus-iconic-home-screen-finally-got-a-reboot】

User reactions

Some users are unhappy with the changes. One Reddit commenter, Kruse, wrote:

“I don’t want recommendations! I know what I want to watch. Plastering ads for shit you think I want to see is the fastest way to get me to not watch it. This is going to suck.”【https://old.reddit.com/r/cordcutters/comments/1tp70vj/roku_unveils_biggest_home_screen_overhaul_in_more/oo6s13b/】

A frequently requested feature—an easy way to access recently viewed content across apps—is still missing. The update appears focused on AI‑driven recommendations rather than a simple recent‑history view.

Availability

Roku TVs and streaming devices in the United States will begin receiving the new home screen today. Roku notes that “the update will arrive automatically.”