Roku, a leading streaming device manufacturer, has sparked outrage among its customers by introducing startup video ads on its devices. The company, which generates the bulk of its revenue from advertising, has been testing a new ad format that plays a trailer for Moana 2 before users can even access the Roku homescreen. The move has been met with widespread criticism, with many customers taking to social media and online forums to express their discontent.

The reaction among customers is overwhelmingly negative, with many expressing frustration at being forced to watch a video ad just to use their Roku device. On Reddit, users have been vocal about their dissatisfaction, with one user writing, "I'll take the banner ads, but I'll be damned if I'm gonna put up with a video loading when loading up my Roku." Another user threatened to ditch their Roku device altogether, stating, "I trashed all of my Amazon boxes years ago because of this garbage. If it keeps up, my Rokus will be next."

Roku's decision to introduce startup video ads is seen as a move to increase revenue from its advertising business, which fuels the bulk of its income. However, the company's approach has been criticized for compromising user experience. In a statement to Ars Technica, Roku defended its move, saying that it "has and will always require continuous testing and innovation across design, navigation, content, and our first-rate advertising products." The company claimed that the Moana startup ad is an example of "new ways to showcase brands and programming while still providing a delightful and simple user experience."

However, customers seem to disagree, with many viewing the ads as anything but delightful. Roku's move is seen as part of a broader trend in the tech industry, where companies are constantly pushing the boundaries of what customers are willing to tolerate in exchange for affordable streaming gadgets. Google and Amazon have also been known to display ads on their devices, often to the dismay of users.

The controversy highlights the delicate balance that tech companies must strike between generating revenue and providing a good user experience. Roku's CEO, Anthony Wood, has acknowledged the challenge, stating that the company is "very focused on both driving more monetization but also driving increased customer satisfaction." However, the introduction of startup video ads suggests that Roku may be prioritizing revenue over user experience.

For customers who are frustrated with the ads, there are limited options available. Users can choose to ignore the ads and go about their day, switch to a different streaming device such as the Apple TV 4K, or use third-party tools to try and avoid the ads altogether. However, some Roku customers have reported that the company may be finding ways to thwart solutions like Pi-hole, a popular ad-blocking tool.

The controversy surrounding Roku's startup video ads serves as a reminder that tech companies must prioritize user experience and be mindful of the impact that their decisions have on their customers. As the streaming industry continues to evolve, companies like Roku must find ways to balance their revenue goals with the needs and expectations of their users.