Roku

TV Home Screen Becomes New Battleground for Streaming Ads

The article explains that streaming discovery and advertising are shifting from inside apps to the TV home screen. Major device makers and platforms — including Roku, Amazon, Google, TiVo, LG and Samsung — are redesigning home screens and opening that inventory to programmatic and promotional experiences. TiVo and LG data show many viewers notice home-screen promotions and spend substantial time on the interface, making it valuable ad real estate. Platforms argue home-screen placements let brands influence viewing choices before a service or title is chosen, but researchers and surveys raise privacy and ad-fatigue concerns (examples: ACR tracking audits, an Amazon Fire TV lawsuit, and high consumer worries about smart TV data collection). The piece frames the home screen as an emerging, contested monetization surface that may boost ad revenues while increasing regulatory and user backlash risks.

Programmatic Home-Screen Ads Gain Standardization

Programmatic home-screen ads on connected TVs are becoming easier to buy and scale as ad-tech vendor Nexxen launched standardization tools that let advertisers upload creative once using a universal spec and AI-assisted resizing. Nexxen began offering programmatic native home-screen inventory last year with OEM integrations (starting with V/formerly VIDAA) and later expanded to TCL and TiVo Ads. Nexxen says the universal spec cut onboarding time for new OEM partners by up to 50%. Agencies such as Brainlabs are testing home-screen placements for both upper-funnel awareness and performance-driven campaigns, and industry participants expect broader advertiser interest as the format becomes more measurable and less fragmented.

Paramount+ Free Episodes Now on The Roku Channel

The Roku Channel now offers select Paramount+ content for free, letting viewers stream the first three episodes of series such as Lioness without a subscription. The free sampling is intended to lower the barrier to trial; viewers can then subscribe to Paramount+ directly through The Roku Channel, with subscription billing and account management consolidated in one interface. The arrangement follows broader streaming trends where free ad-supported platforms (FAST/AVOD) partner with premium services to provide limited previews that drive discovery and potential SVOD conversions. The move benefits Roku by strengthening its content hub and benefits Paramount+ through exposure to Roku’s large installed base.