Roku redesigns home screen to sell CTV discovery ads

Roku is moving ad inventory earlier in the streaming journey, before content selection begins. That shifts the home screen from a navigation layer into a monetizable surface for CTV advertisers. The story also signals how streaming platforms are using AI-driven personalization to shape discovery, while keeping premium placement tied to the first screen viewers see. Watch how prominently Roku positions brand ads on the redesigned home screen and whether it describes the placement as a standard part of the CTV experience.