Roku’s new home screen has more customization… and a big announcement

Roku is rolling out a new interface across all of its devices, which now includes a prominent “For You” section — and a big announcement.

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At an event in New York City, Roku’s Preston Smalley said this is the first major update to the home screen in a decade. “This is one of the most valuable real estate in streaming, with half of all broadband users using this screen,” Smalley said.

The ad bar now occupies the right side of the screen and includes suggested offers as well as paid placements. The proportion of each type, whether paid or programmed, has not been determined and could change, Smalley told CNET. Previously, the ad was only visible when you tapped on the text menu in apps, but that part of the screen is invincible.

The other two widgets, which are configurable, are the “For You” section at the top and the new “Quick Access” section at the bottom which is based on the apps you use most. Both are also removable, which means they’re replaced by the traditional app list at the bottom of the page.

Streaming device makers have tried to crack the ability to view all the shows you’re watching in one place, but with For You, Roku is trying to solve that problem with a combination of AI suggestions, “saved” shows, and “Watching Now” data sent by streaming services.

Finally, on the left side of the screen, you can choose from menu items such as Subscriptions or Search.

Roku is the most popular streaming device manufacturer, and a big change after 10 years is sure to face opposition from longtime users, as would any similar changes from competitors. However, the fact that you can configure it to approximate the legacy interface may alleviate some of the issues. From my perspective as a reviewer and TV viewer, the interface has seemed a bit outdated for a while and so more customizability may appeal to people who went for content-first competitors like Google TV or Amazon Fire TV.

Roku says the interface will be rolled out in the coming weeks and months, but if someone wants to get the new home screen early, Smalley told me they can contact customer service.