Introducing the reimagined Roku Home Screen: What it means for streamers and advertisers

Should I start that buzzy new series everyone is talking about? Go for a rewatchable classic like Ocean’s Eleven or Devil Wears Prada? Catch the rest of the game? 

But with more content, services, and viewing options than ever before, deciding what to watch can take longer than actually watching it.

That's the challenge we at Roku set out to solve with our newly redesigned Home Screen, the first significant update in more than a decade. Guided by years of research and built around how viewers behave today, the new experience helps people spend less time searching and more time watching in a world where effectively everything is available to stream.

Viewers get a smarter and more personalized way to discover content. Advertisers, meanwhile, get a more powerful and intuitive environment to connect with audiences in one of streaming's most valuable moments: the instant someone turns on their TV. We've always believed that Home Screen advertising should be non-intrusive and additive to streamer journey, and our reimagined Home Screen elevates our advertisers without disrupting the viewer experience.

As the operating system for 100 million streaming households, we know how people stream and what makes the experience better. In our user research, one key finding stood out: 82% of streamers said they would love it if the show they wanted to watch was already waiting for them on their Home Screen.

We also learned that what’s simple for viewers isn’t always easy. For example, while it’s relatively simple to launch a half-dozen apps and browse through what each has to offer, it’s far from easy or fast. With this Home Screen, we aim to be more helpful by pulling together the best content from across their apps and services. This guidance can help them get more value from their existing services and better understand which content comes from those subscriptions they’ve signed up for versus new ones they may want to try.

That insight shaped the redesign. Rather than acting solely as a launching pad for apps, the Home Screen now works more like a helpful guide that surfaces relevant content, simplifies navigation, and makes discovery feel more natural and personalized.

Behind the scenes, Roku's intelligence models evaluate billions of potential Home Screen combinations to deliver an experience tailored to each viewer. The result is a Home Screen that feels familiar but works harder to help people discover content they'll enjoy.

"The most effective advertising experiences feel useful to the viewer. The new Home Screen creates opportunities for brands to appear in ways that are native to the discovery journey while giving advertisers greater visibility and a stronger connection to moments of intent."

- Frances Callaghan, Head of Product Commercialization, Roku

The Home Screen has always been one of streaming's most important pieces of real estate. It's where discovery begins for 125 million people and, as a result, where attention is highest.

By embracing a more content-forward experience, the reimagined Home Screen creates greater visibility for our existing Marquee Ad placement. The Marquee Ad now boldly appears immediately when people turn on their TVs, and it remains in view as they scroll to discover content. It also supports richer creative experiences, including video ad formats and autoplay capabilities. That creates opportunities for brands to capture attention in ways that feel natural to the viewing experience.

Additionally, our research illuminated how advertisers can be most effective in this environment. Eye-tracking studies helped identify the visual elements most likely to capture attention, including motion, recognizable faces, thoughtful use of color, and creative placement. These studies reinforced the importance of managing repetition and avoiding fatigue, helping shape best practices for future Home Screen experiences.

A better experience for all