# Roku Experiments with Pre-Home Screen Advertisements: Implications for Users
Roku, a prominent streaming service, has started trialing a novel advertising format that showcases autoplay video ads prior to users reaching the home screen. This initiative has led to annoyance among users, who are concerned about the growing prevalence of advertisements in their streaming activities.
## What’s Taking Place?
As reported by *Ars Technica* and *Cord Cutters News*, certain Roku users have experienced video ads that automatically play upon turning on their devices—before they are able to access the home screen or launch any applications. While Roku has historically included ads in its home screen layout, this new strategy escalates advertising by compelling users to view content before they can maneuver within their devices.
### Roku’s Position
Roku has acknowledged that these autoplay advertisements are indeed part of an official trial. Nonetheless, the company has not revealed how many devices are involved, the rationale for the trial, or if this feature will be made permanent. Roku has positioned the experiment as an aspect of its continuous endeavor to innovate and enhance its platform, which encompasses refining the user interface, broadening content selections, and evolving its advertising approaches.
## Are These Ads Skippable?
There is some uncertainty regarding the ability to skip these ads. Initial reports indicated that the ads could not be skipped, but Roku later confirmed that there is a mechanism to dismiss them. Nonetheless, user experiences differ, with some claiming they could not evade the ads. This inconsistency has further contributed to user dissatisfaction on Roku.
## User Feedback
The rollout of pre-home screen ads has triggered outrage on social media and platforms like *Reddit*, where users have shared their discontent. Some users have indicated they were compelled to view promotional material—such as a preview for *Moana 2*—before gaining access to their streaming applications.
This initiative follows Roku’s earlier transition away from static home screen ads in early 2024, opting for more assertive advertising strategies. This trend is not isolated to Roku, as other streaming services, such as *Google TV*, have been ramping up their advertising efforts as well.
## The Broader Context: Advertising in Streaming
Streaming services are incessantly probing the boundaries of how much advertising users can tolerate, especially on lower-priced streaming devices. While ads contribute to keeping device costs down and support free content, an overabundance of advertising might drive users toward competing platforms or premium, ad-free alternatives.
## What Lies Ahead?
It is still uncertain whether Roku will make this ad format a permanent fixture. Should the trial yield beneficial results from a business perspective, it could become a regular feature, possibly prompting other streaming platforms to adopt similar measures. However, if user backlash is significant, Roku might rethink or adjust its strategy.
For the time being, Roku users should remain vigilant and observe any developments in their device’s advertising experience. If the autoplay ads become a fixture, users may need to assess the trade-offs between cost-effectiveness and an ad-laden experience when selecting their streaming devices.
Would you keep using Roku if pre-home screen ads turned into a permanent feature? Share your opinions!
