Roku Devices Start Showing Ads When Users Hit Pause

Roku has recently launched a new type of ads that show up when users pause a movie or show. Multiple users on Reddit and Roku’s forums have been noticing the intrusive new ad format (via 9to5Google), which is also detailed on Roku’s advertising website.

Roku described these Pause ads as a way to “sponsor the screen without disrupting the stream.” However, Roku users seem to disagree on the non-disruptive aspect of these ads, which can be seen within all Roku channels.

“The most recent update on my Roku Ultra has introduced Ads to the pause screens for all apps, shows, movies, whatever. This is unacceptable, I am hard of hearing and pause often to read captions, the ads are distracting and intrusive to my viewing experience,” one user said on Roku’s forums.

Roku isn’t the first company to introduce Pause ads, as Amazon also did it last year on its Prime Video service. However, Roku devices already show ads on the home screen and many other places, and the company confirmed in March that it had just started testing auto-playing video ads on startup. While these ads are skippable, the company may well risk alienating its users if its advertising efforts start ruining the experience for most people.

If you’re looking for a streaming box with a completely ad-free experience, your best option today is the Apple TV, which starts at $129. This is much more expensive than devices from Roku and Amazon, but this is the price to pay if you want some peace of mind.