Roku just unveiled the biggest overhaul to its smart TV operating system (OS) in 10 years. One of the most noticeable differences is that ad space now takes up a large chunk of the screen’s landing page.

Before the update, loading up a Roku OS-powered smart TV or streaming device would yield a menu on the left side with sections including “What to Watch,” “Live,” and “Search.” The right side had a row of tiles for “Recommended” content above several rows of tiles representing downloaded apps. Once a user started started navigating the home screen, the menu would collapse, and they'd see a large ad on the right side of the screen.

The old Roku OS landing page before the ad is visible.  Credit: Roku

 

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