Roku has given its smart TV operating system a major overhaul, but not in the way we expected. The most noticeable change is that ad space now takes up a large chunk of the screen’s landing page, crowding out content and app tiles.

Previously, users would see a menu on the left with sections like ‘What to Watch’ and ‘Live,’ while recommended content was displayed in tiles above several rows of apps. Now, the large ad remains visible as you navigate different parts of the Roku platform.

Roku’s decision is part of its efforts to maintain profitability. The company first reached annual profitability in 2021, largely due to people staying at home during the pandemic. However, it didn’t see annual profitability again until 2025, when advertising revenue grew significantly.

This change could mean more ads for viewers or even subscription offers, as CEO Anthony Wood suggested that it would increase monetization over time.