Roku clarifies that it's not rolling out new pause ads after all

We goofed! Roku isn’t adding new ads after all.

When several Roku users over the past few days started seeing a new style of ad while streaming content, they reported the new occurrence online. More users saw the same ads and reports spread, so many people immediately assumed that Roku was adding ads to its pause screen – regardless of where the content was coming from.

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Diego Phillips, Advertising Communications for Roku, told ZDNET that’s not true.

No new ads – for now

Phillips explained that pause screen ads have been around for a few years now and only appear on content from the Roku Channel. Roku calls them a way to “sponsor the screen without disrupting the stream.” Those ads don’t appear every time the screen is paused and only take up about 30% of the screen when they do.

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The ads that started the initial erroneous reports (ZDNET included) were actually from the streaming content provider; they just looked enough like a possible Roku ad to cause confusion. 

Roku isn’t alone. Almost all major streamers, including Netflix, Amazon Prime, Hulu, and Peacock, either use them now or have tested them recently. Even YouTube debuted a similar feature last fall. 

More ads in the future?

Roku is experimenting with new potential ad styles, though.

A report earlier this month from ArsTechnica detailed how Roku has patented technology that can show ads over any HDMI connected device, including video game consoles, cable boxes, and DVD players. Roku has also been reportedly testing unskippable ads that play when you turn on your TV.

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There’s no evidence Roku is rolling out either of those plans soon (or even has any plans to do so at all). For now, at least, you won’t be seeing any new ads – at least from Roku. 

There’s no evidence Roku is rolling out either of those plans (or even has plans to do so soon), but this shows that the company doesn’t mind being heavy-handed with ads.