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Roku is under pressure after user complaints erupted over full-screen advertisements that appeared upon device startup. The aggressive ad format has prompted some users to threaten leaving the streaming platform. While Roku customers have largely tolerated banner ads and sponsored content within the user interface and screensavers, the new, more disruptive ads sparked significant backlash. Roku’s ad marketing lead, Jordan Rost, and other executives are actively defending the company’s advertising strategy, emphasizing that the ads are not meant to be “interruptive.” They acknowledge the need to carefully balance monetization and a positive user experience. This controversy underscores the importance of advertising revenue for Roku, particularly as rising tariffs potentially impact hardware costs, making ad revenue even more essential. The company recently unveiled new streaming sticks, a 2025 TV lineup, and smart home cameras at a product event, but conspicuously avoided addressing the advertising dispute.