Roku has begun running video ads that automatically play before loading the home screen, as reported by Ars Technica. This is impacting owners of Roku-branded smart TVs and streaming sticks, so long as the device runs the company’s proprietary OS.

Over the weekend, a number of Roku device owners noticed an irksome new advertising method from the company: a trailer for Moana 2 began playing before they could even access the Roku homescreen. Ars Technica reported on the situation, which has been called out in a few different Reddit threads.

Users in the test group are unimpressed by the video ads, which play automatically. Customers say they will be eager to toss their Roku devices if the ads become permanent.

Roku has sunk to a new low in the streaming wars, with an experimental ad format that blocks your home screen behind an auto-playing video ad. Roku players recently started playing a trailer for Moana 2 instead of loading the home screen they were turned on.

Moana 2 ads are rolling on Rokus at launch. One Reddit user noticed the change when they turned on their Roku and was forced to watch a commercial for a movie before they could si