Roku users were surprised and frustrated this week when they encountered video ads playing automatically before they could even access their device’s home screen. The ads, which included a trailer for the upcoming movie “Moana 2,” appeared without warning and could not be skipped by some users. Roku confirmed that the autoplay ads are part of a test as the company explores new advertising methods.
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,” a Roku spokesperson said. However, many Roku customers do not find the experience delightful at all. Users have taken to Reddit and Roku’s community forums to express their discontent, with some threatening to abandon the platform altogether if the ads become a permanent fixture.
One user on the Roku subreddit wrote, “I just turned on my Roku and got an ad for a movie before I got to the regular home screen.” Another user commented, “I could accept the static ad on the side.
Autoplay ads spark user outrage
Forcing a loud commercial is awful.”
On Roku’s official forums, customers described the ads as “unacceptable” and “intrusive.” One user stated, “I hope this was a fluke.
I trashed all of my Amazon boxes years ago because of this garbage. If it keeps up, my Rokus will be next.”
Roku did not provide details on which devices are affected by the test or why it chose to implement it. The company also did not address whether it plans to make the autoplay ads a permanent part of the Roku experience.
While Roku is known for aggressive advertising tactics, this latest move seems to be pushing the limits of what users are willing to tolerate. As smart TV manufacturers increasingly turn to ads and user tracking to subsidize the cost of their devices, consumers are finding it harder to avoid intrusive advertising. If Roku commits to fully forcing startup ads, users may seek out ad-free alternatives like Apple TV.
For now, Roku customers will have to wait and see if the company listens to their feedback and reconsiders its approach to advertising on the platform.
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