Roku is known as one of the most popular streaming device makers in the United States, but even its reputation isn’t bulletproof. That reputation took a hit recently when many Roku owners around the country noticed a new type of ad when using their player: a full-screen, start-up commercial that played automatically when users turned on their devices.

Key Details:

• Roku has confirmed that it’s testing start-up ads with a segment of its customers.
• Customers have taken to social media in droves to complain about the ads.
• Roku continuously evolves its ad strategy in the name of enhancing revenues.

When reached for comment, Roku confirmed that it was trying out these new, full-screen start-up ads when customers turned on their devices, saying it was just another way for the company to try new ways of innovating its ad experience. The streaming company did assure users that they were skippable. On Tuesday, multiple members of The Streamable team tested various Roku devices — including smart TVs and streaming dongles — and launched the full-screen ad before opening the menu.

“Our recent test is just the latest example, as we explore new ways to showcase brands and programming while still providing a delightful and simple user experience,” a Roku spokesperson said in a statement to Ars Technica.

Customers are far from delighted, however. Many took to social media sites like Roku to vent their frustrations about Roku’s new start-up ads. Even a commercial for the Disney movie “Moana 2” — which most users say is the ad they saw when powering on their device — was enough to draw owner ire. Many noted the ads were skippable, but some were unable to find the button to allow them to close the ad out early.

One Reddit user named Cleveland_Steve posted that if the start-up ads continued on his device, it would “be in the trash” before long. Others posted that they had recommended Roku devices to friends for a long time, but that trend would not continue thanks to the introduction of start-up ads.

Roku has never been shy about testing new ways to bring ads to viewers. In July 2023, the company began using shoppable ads, and in January 2024 it announced that it would begin putting more ads in the Roku home screen as well.

Ads are one of the chief drivers of revenue for Roku, but this time the company may have gone too far in its efforts to try new ad formats. Roku owners are fired up about the introduction of start-up ads to their devices, and this test may be one the company decides isn’t worth rolling out as a full-time feature.