Roku introduced its first major homescreen update in about 10 years, starting its rollout to US users in August 2026 [1]. The redesigned interface adds more personalization by highlighting customers' most used apps and introducing a "top picks" recommendation section based on viewing habits [2, 1].
The new homescreen adapts to individual household usage, allowing different profiles on separate TVs within the same home [1]. Despite the new features, Roku maintained its signature clean and simple style while incorporating content-forward elements similar to competitors like Amazon Fire TV and Google TV [2].
A notable new feature is a large "marquee" ad slot occupying a prominent area on the screen, reflecting Roku's reliance on an ad-based revenue model [1]. Anthony Wood, Roku's CEO, said, "More than 100 million households will feel the difference the moment they turn on their TV—and it opens up a better, more powerful experience for our partners as well" [1].
Roku reached a milestone of over 100 million households using its devices as of July 2026 [2, 1]. The homescreen update aims to enhance the viewing experience for this user base by providing smarter content recommendations and more personalized navigation.
The update began rolling out in August 2026 and will continue to reach more users across the US [1].
