Roku has unveiled its smallest streaming sticks yet, the Streaming Stick and Streaming Stick Plus, which the company claims are the most compact on the market, over 35% smaller than other brands. The new devices, priced at $29.99 and $39.99 respectively, support 4K playback and can be powered by the USB port on most TVs, eliminating the need for an outlet.

The new streaming sticks replace the Roku Express and Roku Express 4K Plus, and are available for preorder starting today, with a release date set for May 6th. The compact design is likely to appeal to users with multiple HDMI devices connected to their TVs, making it easier to manage the devices behind the screen.

During a press event in Manhattan, Roku also announced new features for its software, including a "Coming Soon to Theaters" row, personalized sports highlights, and more. The company has faced criticism from customers over its advertising practices, which have become more intrusive, including full-screen video ads and even ads that start playing as soon as the device is turned on. Roku's advertising model has been a point of contention, with some users feeling that the company is pushing the boundaries too far.

In addition to the new streaming sticks, Roku also expanded its smart home camera lineup with the introduction of the Roku Battery Camera and Roku Battery Camera Plus. The company has been expanding its hardware ambitions beyond streaming players, including self-branded TVs, smart home gadgets, and more.

Roku's TV program, which allows third-party manufacturers to build TVs running Roku's software, is also getting an update. The company announced an all-new Roku TV Smart Projector reference design, available to all Roku TV partners, marking the first time projectors will be included in the program.

The new streaming sticks and smart home cameras are likely to intensify the competition between Roku and Amazon, its main competitor in the streaming market. Amazon offers three models of its Fire TV Stick, ranging in price from $34.99 to $59.99. Google, on the other hand, has shifted its focus to a set-top box form factor with its Google TV Streamer.

Roku's flagship Roku Ultra player, last updated in September, remains a key part of the company's lineup. With the new streaming sticks and smart home cameras, Roku is solidifying its position as a major player in the streaming and smart home markets.

The company's aggressive expansion into new product categories and its focus on improving its software features are likely to pay off in the long run. As the streaming market continues to evolve, Roku is well-positioned to remain a major player, with its compact streaming sticks and expanded smart home lineup set to appeal to a wide range of consumers.