Roku has sunk to a new low in the streaming wars, with an experimental ad format that blocks your home screen behind an ...

Users in the test group are unimpressed by the video ads, which play automatically. Customers say they will be eager to toss ...

As Ars Technica reports, Roku has confirmed that the auto-playing adverts are supposed to be there as part of an experiment.

Known for pushing the boundaries when it comes to streaming ads, Roku’s latest test stepped way over the line.

Roku is testing auto-playing video ads at startup, frustrating users. The platform also has persistent banner ads that users find annoying.