Owners of smart TVs and streaming sticks running Roku OS are already subject to video advertisements on the home screen. Now, Roku is testing what it might look like if it took things a step further and forced people to watch a video ad play before getting to the Roku OS home screen.

Roku has annoyed some of its streamers by introducing power-on ads that automatically play when a customer first starts using their TV. This article, Roku annoys customers with power-on advertisements,

Roku has started testing video ads that play automatically before users even reach the home screen, and everyone hates them.

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,

Roku confirmed the autoplay ads are a thing, and said they are an official test. However, the company stopped short of saying whether these would become a permanent fixture for Ro