Roku Rolls Out 3 New Homepage Rows and Permanent Ad as Monetization Push Intensifies
Updated
Updated · Collider · Jul 10
Roku Rolls Out 3 New Homepage Rows and Permanent Ad as Monetization Push Intensifies
2 articles · Updated · Collider · Jul 10
Summary
July 7 marked the broad rollout of Roku’s redesigned home screen, which pushes the app grid below three new sections: “Top Picks For You,” an AI-powered “Quick Access” row, and “The Best Across Your Streaming Services.”
A new marquee ad now appears as soon as the device powers on and stays visible during home-screen navigation, taking space that had long been reserved for app tiles.
Anthony Wood said on Roku’s February 2026 earnings call that the home screen—then still in testing—was built to lift monetization over time through more subscription signups and ad-supported viewing.
The backlash spread quickly across social media after Roku first announced the redesign on May 27, extending complaints in earlier reports about added ads, bugs, lag and a less customizable interface.
The overhaul fits Roku’s broader profit strategy: after its first annual profit in 2021, the company returned to the green in 2025 with ad-revenue growth helping drive the rebound.