Roku Introduces New Pause-Screen Ads: Users Begin to Notice Them in Action

Roku has officially announced that pause-screen ads are not merely a test but are now a permanent advertising format available to advertisers looking to engage with Roku users. Recently, users have reported the emergence of pause-screen ads on their Roku devices, echoing trends seen on other platforms like Prime Video and YouTube. One major concern is that these ads are being displayed even to customers subscribed to ad-free plans on certain apps.

Various user reports, combined with a Roku patent for displaying ads on external devices and information from Roku’s advertising site promoting “Direct I/O” pause ads, support claims that Roku is actively responsible for implementing these advertisements. In May of the previous year, Amazon’s Prime Video began testing ads that appeared when users paused their content, describing them as “interactive and shoppable.” Following this, YouTube introduced similar features for its TV app, showcasing ads alongside a paused video with options to dismiss or learn more about them.

Now, Roku appears to be adopting this strategy, just months after facing backlash for testing launch screen ads. Despite the confusion, reports from users indicate that pause-screen ads are surfacing even for viewers with ad-free subscriptions. A user noted on Reddit that their Streambar Pro has displayed static ads during pauses, particularly on the Discovery+ app, despite having an ad-free plan.

Some speculate that these ads might be delivered by specific streaming apps, although evidence suggests they may be coming from Roku itself. Additional community posts reveal that users are encountering these ads across all applications, programs, and movies. Moreover, a previously identified patent indicates Roku’s capability to show pause-screen ads on external HDMI-connected devices, making it easier for them to implement this feature internally.

Ultimately, while ads may originate from various companies, Roku serves as the facilitator of these ads on users’ devices, having a direct role in their implementation and visibility.