Roku has responded to customer outrage over a recent ad test, which sparked concerns about the company's approach to advertising on its platform. In an interview with The Verge, Jordan Rost, Roku's head of ad marketing, emphasized that the company's ads are not intended to be "interruptive" and are instead designed to enhance the user experience.

The controversy began when Roku tested a full-screen ad for Moana 2, which started playing as soon as users powered on their devices. The move was met with widespread criticism on social media, with many customers threatening to abandon the platform if such ads became a regular feature. Roku's decision to test such an ad was seen as a departure from its traditional approach, which has focused on displaying banner ads on the homescreen and in other areas of the OS.

Rost acknowledged that Roku is constantly testing and tweaking its ad strategy, but emphasized that the company listens to customer feedback and conducts its own A/B testing to ensure that ads are helpful, rather than intrusive. He noted that advertisers want to be part of a good experience and don't want to be interruptive, suggesting that Roku's goal is to create an ad environment that is additive to the user experience.

Despite the backlash, Roku remains committed to growing its ad revenue, which is becoming increasingly important as tariffs threaten to disrupt the company's hardware costs. Rost hinted that Roku's ad strategy will continue to evolve, with a focus on making ads more shoppable, interactive, relevant, and "delightful." However, he reassured customers that Roku's primary focus is on its own platform, rather than injecting ads onto video feeds from other devices plugged into a Roku TV over HDMI, as suggested by recent patents.

The controversy highlights the delicate balance that streaming services like Roku must strike between generating revenue and respecting user experience. While ads are a necessary evil for many streaming services, customers are increasingly sensitive to intrusive or disruptive advertising. Roku's response to the backlash will be closely watched, as the company seeks to maintain its position in a highly competitive market.

In related news, Roku announced several new products at its recent event, including the latest Streaming Stick and Streaming Stick Plus, as well as two battery-powered smart home cameras. The company also showcased its software improvements and brought in chef Masaharu Morimoto to promote his Roku Channel show.

As the streaming landscape continues to evolve, Roku's approach to advertising will be a key factor in its success. By committing to a non-intrusive ad experience, the company hopes to maintain customer trust and loyalty, while also generating the revenue needed to drive growth and innovation.