Updated: March 20, 2025:
Roku contacted us and pointed out that we could at least skip these new startup ads.
“These ads have a button that is closely related to the ads that allow the ads to close immediately upon launch,” the contact says.
Of course, it’s better than being forced to watch the entire video ads before you can access your device, but these intrusive new ads won’t go unfortunate.
Our original news articles are listed below, not edited.
Autoplay ads are becoming more and more common throughout all the technologies we use. Streaming services such as Disney+ and Netflix are asked to pay an additional fee to avoid playing ads after a certain time in the middle of watching. LG, a recent criminal, has embedded advertisements in our daily lives as well.
Currently, American company Roku appears to be trying out new features, with many owners of smart TVs and streaming sticks running Roku OS, complaining that they must watch video ads before they can start using the device (reported by ARS Technica).
This isn’t particularly surprising given that Roku CEO told The Verge in 2018 that he plans to create a Roku OS found on TV and streaming sticks, a “next-generation advertising platform.”
Although it already includes banner ads for live TV ads and video ads on the home screen, these new ads that pop up in front of the home screen seem to be under many customer skins even when loaded. Some commented that they were able to close the ad, but others said they had no choice.
One user on Reddit has called the new edition “Very disappointed and get in the way,” and Roku’s community boards are tempted by buyers to throw away their devices completely and switch to another brand.
Roku told Ars Technica that the new ads are “expected behavior, but not a permanent part of Roku OS right now.” This sounds rather ominous.
Although companies understand that they have to make a profit, using their customers as guinea pigs in their own homes makes them feel more gorgeous in the moment. It puts aside the generally unpleasant tendency to be inserted into invasive ads that are inserted into products that customers have already paid for in full.
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