Roku OS’s home screen now features a large, permanent ad

Roku has redesigned its TV home screen to keep a large ad visible by default when the system starts up.

The new layout replaces a more app-focused landing page and can show streaming promotions or unrelated ads.

Roku says the ad mix may change over time as it works to grow advertising revenue and profitability.

The shift means less prominent space for apps and content on the Roku OS home screen.