Autoplaying ads have become more and more commonplace throughout all the technology we use. Streaming services such as Disney+ and Netflix ask you to pay extra to avoid having an ad play after a certain time midway through watching.

A Roku spokesperson told Ars Technica the pre-roll videos playing for users is no fluke, but an ongoing test by the company in the hopes of amplifying its promotional prowess. According to the spokesperson, it's not as of yet intended to be a permeant feature for the Roku ecosystem.

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.