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Roku Debuts Next-Generation TV Home Screen Experience

ENTERTAINMENT

5/29/20262 min read

Roku has unveiled a new Home Screen that introduces a more dynamic, smarter experience and will reach over 100 million streaming households soon.

Roku unveiled a new Home Screen that introduces a more dynamic, smarter experience and will reach over 100 million streaming households soon. With more relevant recommendations and faster pathways to content, the new Roku Home Screen reduces friction, maintains Roku's signature simplicity, and helps viewers find their next favorite show with ease.

Design Philosophy and Research Foundation

The new advancements mark the first significant update of the Roku Home Screen in over a decade. Guided by deep behavioral insights and viewer input, this update ensures every change is grounded in what users actually do, need, and value. The new personalized Home Screen tackles the biggest challenges in streaming while offering tailored, content-forward way to start watching.

"When we set out to rethink the Home Screen, we knew we should listen to the people who use it every day. So we talked to the viewers, we tested extensively, and we pushed until the design and the data lined up for a meaningful update," said Anthony Wood, Founder and CEO, Roku. "Now, our new Home Screen puts entertainment at the center of everything, while staying true to Roku's simple, intuitive roots. More than 100 million households will feel the difference the moment they turn on their TV, and it opens up a better, more powerful experience for our partners as well."

Consumer Insight Validation

A majority of streamers (82 percent) agree they would love if they turned on their TV and the show they wanted to watch was right on their Home Screen. The new Roku Home Screen does just that, recommending content based on viewer interests and helping users start watching faster. With billions of possible Home Screen combinations, Roku's intelligence models pick the best one for each viewer every time they turn on their TV.

Feature Architecture and User Experience

New features include Quick Access for most used apps, continuously adapting to individual routine; an intelligence-driven and expanded content-first "Top Picks for You" section; new genre-based destinations including For You built on viewer interests filled with fresh personalized picks; Subscriptions allowing convenient browsing and discovery across all subscriptions in one place; Search in key destinations with relevant suggestions and results; a streamlined collapsible menu; elevated shortcuts for everyday actions including Save List and Continued Watching; Your Daily Scoop, a dynamic row bringing curated digest of breakout shows and cultural trends; and a Roku City tile taking viewers to interactive version of favorite screensaver.

Intelligent Recommendation Algorithm

The intelligence-driven approach employs proprietary algorithms processing billions of possible content combinations to generate individualized recommendations, suggesting move beyond demographic-based recommendations toward behavioral personalization where algorithm learns from viewing patterns, pause timing, completion rates, and genre preferences creating increasingly accurate predictions of viewer interest.

Rollout Timeline and Global Expansion

The new Home Screen is rolling out across all Roku TVs and streaming devices in the United States. Expansion to additional countries will follow in coming months.

About Roku, Inc.

Roku pioneered streaming on TV and operates as the #1 TV streaming platform in the U.S., Canada, and Mexico by hours streamed. Roku connects viewers to content they love, enables content publishers to build and monetize large audiences through advertising and subscriptions, and provides advertisers unique capabilities to reach and engage consumers.

Roku streaming players and Roku-made TVs are available at major retailers, and licensed Roku TV models are sold by leading TV brands in more than 15 countries worldwide. Roku also owns and operates The Roku Channel, home of premium and free entertainment; Howdy, a low-cost subscription service; and Frndly TV, a live TV streaming service.

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