Roku’s Controversial New Move: Ads in the Most Frustrating Spot – What It Means for Viewers

Streaming services are changing fast, focusing on how many ads people will tolerate for cheaper content. Roku is stepping up its game by testing ads that pop up just before you reach your home screen. Understandably, users aren’t happy about watching commercials before selecting what to watch, likely leading to even more ads in the future.

Many users on Reddit have shared that they’ve encountered unskippable ads before accessing their home screen. Reports indicate that one such ad was for Disney’s upcoming Moana 2. A Roku spokesperson mentioned it was just a “test” to find better ways to integrate ads while still keeping a user-friendly experience.

While Roku claimed that these ads could be skipped, it remains unclear if users simply didn’t see the option to exit early. Attempts to clarify whether the test was exclusive to Roku smart TVs or included set-top boxes were met with no response from the company.

Users on the official Roku forums expressed their frustration, with some threatening to abandon their devices if these new ads become a permanent fixture. The real question is how the larger Roku audience will react to more ads. Besides its devices, Roku is also widely featured on numerous TCL TVs. This, along with its free ad-supported Roku Channel, has helped Roku grow to an impressive user base of nearly 90 million households in North America as of January 2023, according to a report. That’s a lot of screens to fill with ads.

Roku has long relied on ad revenue and data collection. The company tracks user behavior, selling this data to advertisers, which in turn feeds more advertisements back into the system. This strategy is common among smart TV platforms, including Amazon’s Fire TV and Vizio, which was recently purchased by Walmart for $2.3 billion, mainly for its user insights.

However, as demand for ads grows, many platforms are running out of places to showcase them. In a statement last April, Roku’s CEO Anthony Wood highlighted intentions to increase video ads on the home screen. He referred to a prominent area called the “marquee” that typically features a static ad. Patents have also revealed Roku’s exploration of displaying ads when users pause shows on external devices, like gaming consoles. Though this hasn’t been implemented yet, it shows the company’s desire to boost revenue.

In its latest earnings call, Roku reinforced the importance of ads to its business model. Wood stated that they aim to utilize the home screen better while being mindful to avoid overwhelming users. He emphasized a balance between enhancing monetization and ensuring customer satisfaction.

If tech companies aim for endless growth, higher ad rates are often the result. Users can hardly use Google TV or Fire TV without encountering ads. The situation worsens as content like Warner Bros. Discovery’s classic Looney Tunes is removed from their platforms. For those wanting to enjoy classic characters like Bugs Bunny, watching on Roku might be one of the last options.

If Roku users get fed up with the growing number of ads, there’s a high chance many will decide to ditch their devices altogether. The balance between monetization and user experience is vital for Roku’s future, and only time will tell how users will adapt to these changes.

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