Roku Tests New Feature to Make Ad Viewing Unavoidable

### fast Summary
– Roku is testing autoplay ads that appear when users power on their devices, which has garnered significant customer backlash.
– A Reddit user reported being unable to access the device’s home screen without first watching an ad for *Moana 2*. Other users shared similar experiences, expressing frustration and some even threatening to switch brands.
– Roku confirmed the ads are intentional but part of a temporary experiment; they haven’t been officially incorporated into the system yet.
– Ads reportedly include a close button, though some users have experienced issues finding or using it.
– Roku relies heavily on advertising as part of its business model,with other ad-based features like on-screen promotions and potential “pause-ad” functionality rumored in development.

[Read More](https://lifehacker.com/tech/roku-is-experimenting-with-unskippable-ads?utm_medium=RSS)

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### Indian Opinion Analysis
Roku’s move to integrate autoplay startup advertisements signals a growing trend where companies incorporate invasive monetization strategies into hardware platforms. While this may initially seem disconnected from India’s consumer landscape, it highlights critical issues about digital sovereignty and consumer rights applicable worldwide. For an economy like India’s-where affordability often dictates technology adoption-the trade-off between low-cost devices subsidized by advertising models underscores broader debates about data privacy and agency.

If such practices gain global traction, indian consumers might face diminished control over their devices without stringent regulations. Policymakers and stakeholders should keenly scrutinize these developments while promoting awareness of ethical advertising standards among both companies and end-users. This incident serves as a timely reminder for India to prioritize transparency in how digital products operate within its expanding tech ecosystem.