Roku rolls out revamped homescreen to TVs, streaming devices

Roku calls the revamped homescreen its biggest update in a decade, rolling out now starting in the US and later in more countries, with an ad spot taking up one-third of the screen.

In the competition against Amazon's Fire TV, Apple's tvOS, Google TV, LG's webOS and Samsung's Tizen, Roku remains one of the leading TV platforms, although its presence is still largely concentrated in the Americas, as it has struggled to gain a stronger foothold in Europe and other regions.

More than 100 million households worldwide use Roku, and those users are now receiving a major interface overhaul.

- "Today we're rolling out our biggest update in more than a decade, shaped by deep behavioral insights and what we've heard directly from customers. The new Roku Home Screen, soon reaching over 100 million streaming households, is more personal and streamlined," announced Roku.


"Shaped around you" – and ads
Roku says its new homescreen is "shaped around you and what we think you'll be interested in", which on one hand refers to personalised content recommendations, but also reflects the platform's targeted ads and sponsored placements for partners. A dedicated 'For You' section surfaces additional titles.

Roku's business model is almost entirely driven by ads, which is also reflected in the new homescreen, where an ad slot takes up around one-third of the interface.

Most TV platforms are moving in the same direction with increased ad integration, although some alternatives still offer homescreens with no advertising.


Rolling out now
The new homescreen is rolling out now to Roku TVs and streaming devices in the US, with additional markets to follow, according to the company.

There is no option to opt out of the redesign for supported devices, as the update is being pushed automatically server-side, according to the announcement.

Here is Roku's own introduction to the revamped homescreen:

The new Roku homescreen
 Flatpanels