Streaming companies that rely on ads for revenue are always looking for new ways to get users to watch them. From ad breaks in movies and shows to banner ads on home screens, it seems like no space is off-limits.
Now, Roku has taken things a step further—playing ads before the home screen even loads. That’s right, before you even reach the main menu, an ad will automatically start playing.
The Last Uncharted Ad Space?
It’s as if a developer asked, “Where else can we squeeze in an ad?” The answer: the loading screen. Since users are already waiting for the system to boot up, why not slide in a commercial?
The problem? Viewers aren’t happy. Imagine turning on your Roku device, eager to start streaming, only to be met with an unskippable ad before you can even select an app.
Users Are Pushing Back
Roku users have taken to online forums to voice their frustration. A Reddit thread discussing the change quickly filled up with complaints:
- “If it keeps up, my Roku devices will be in the trash.”
- “I’ve been a huge Roku advocate, but this will end that.”
- “I could accept a static ad on the side. Forcing a loud commercial is awful.”
- “If they make me watch an ad just to get to my apps, I’m out.”
Will Roku Backtrack?
While the idea of an unskippable ad before the home screen is frustrating, it’s not entirely surprising. Free and low-cost streaming devices often come with trade-offs, and ads help keep them affordable.
For now, Roku appears to be testing this feature. If the backlash is strong enough, they may reconsider rolling it out to all users. If not, expect to see more streaming platforms follow suit.
