Roku OS’s home screen now features a large, permanent ad

Roku has announced a significant update to its smart TV operating system, marking the first major change in a decade. The standout feature of this redesign is a prominent advertising space that occupies a substantial portion of the right side of the home screen. Previously, users would encounter a menu on the left featuring sections like "What to Watch," "Live," and "Search." The right side was dedicated to showcasing recommended content and downloaded apps. However, the latest iteration of Roku OS has transformed that space into an ad-centric area. This new ad placement is persistent, remaining visible as users navigate through the Roku interface, effectively reducing the area available for apps and content display. According to CNET, in a conversation with Preston Smalley, Roku's VP of viewer product, the specific ratios of different ad types—whether paid or programmed—have not been finalized, suggesting potential adjustments in the future. This overhaul aligns with Roku's strategy to enhance profitability. After achieving its first full year of profitability in 2021, largely driven by increased viewership during the pandemic, the company faced challenges in maintaining that success. It wasn't until 2025 that Roku regained its annual profitability, primarily fueled by a surge in advertising revenue. In its latest earnings report, Roku reported $371 million in advertising revenue, with its Platform business, which encompasses advertising and subscriptions, generating a gross profit of $584.1 million. However, the devices segment reported a loss of $19.1 million, contributing to a total gross profit of $564.9 million.