The business of streaming is revolving more and more around how many ads users are willing to sit through for the sake of cheap content. Roku is pushing that deal to the limit with its first tests for ads that play in the worst place possible,

Roku has begun running video ads that automatically play before loading the home screen, as reported by Ars Technica. This is impacting owners of Roku-branded smart TVs and streaming sticks, so long as the device runs the company’s proprietary OS.

Roku has started testing video ads that play automatically before users even reach the home screen, and everyone hates them.