Roku, the popular streaming platform, is rolling out an experimental homepage redesign aimed at making it easier for users to access their favorite apps and discover new content. The test, which began this week, is currently available to a small group of Roku users, with plans to gather feedback before a broader rollout. The revamped interface introduces several new features, including a “Quick Access” section and a restructured navigation system, designed to streamline the viewing experience and make content discovery more intuitive according to a report by The Verge.
The standout feature of the redesign is the “Quick Access” section, which automatically populates with shortcuts to the apps and content categories users visit most frequently. For example, if a user regularly watches Netflix or browses action movies across multiple apps, these destinations will appear prominently under Quick Access. According to Preston Smalley, Roku’s VP of Viewer Product, the company is exploring different approaches to this feature. Roku is actively seeking user feedback to determine how much control users want over this feature.
The redesign also changes how users interact with the homepage. Pressing the “home” button on the remote no longer directs the cursor to the left-hand sidebar. Instead, it lands directly within the main grid, with the sidebar remaining collapsed by default. This shift aims to make navigation more seamless. Roku has also relocated key options like “Live TV” and “Featured Free” from the sidebar to the main grid, placing them under a new section called “The Best Across Your Streaming Services.” This section also includes new tiles like “Subscriptions,” which consolidates all subscription-based content, and “For You,” a reimagined version of Roku’s “What to Watch” feature that offers personalized recommendations.
Another addition is the “What are you in the mood for?” section, allowing users to browse content by categories such as “New & Popular,” “Food,” and “Drama.” Smalley noted that the goal is to help more users discover Roku’s diverse content offerings, which were previously underutilized due to their placement in the sidebar. “We had some pretty compelling and delightful destinations, but only a minority of people were finding them,” he said.
While Roku has been experimenting with various ad formats in recent months, the homepage redesign does not alter the number or type of ads displayed. The large marquee ad on the right side of the homepage remains unchanged and the other ads remain in the same spots.
As Roku tests this new design, the company emphasizes its commitment to creating a more intuitive and personalized experience. “We’re always looking to make the Roku experience better, more engaging, and even more personalized,” Smalley said. The company plans to refine the layout based on user feedback and is offering an opt-out option during the testing phase. If successful, the redesign could significantly enhance how millions of Roku users navigate and enjoy their streaming content.
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Correction: We updated the story to include corrected details ont he placement of ads on the Roku homepage.