Roku introduced a new home screen experience designed to tailor content discovery for each viewer. The interface adds a “Top Picks for You” area, makes subscriptions easier to access, and introduces a new search function. Roku positions the home screen as valuable real estate in streaming because it can reach viewers before they start watching. Roku notes that many subscribers prefer ad-free streaming, creating tension between consumer experience and advertiser goals. Roku’s research shows 82% of viewers want the show they want to watch to appear on the home screen immediately after turning on the TV. Roku aims to shorten discovery time through personalization while still providing advertisers opportunities to reach viewers.
"While viewers don't love ads, especially ads that feel invasive or too personally targeted, consumers do like when their streaming interfaces are highly personalized, said Rohit Mahto, senior director of recommendations and experimentation. The more customized the home screen is, the less time consumers have to waste looking for something to watch, he said."
#streaming-devices #home-screen-personalization #advertising-targeting #viewer-recommendations #search-and-discovery
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