The reaction among customers, as you might imagine, is overwhelmingly negative. It’s worth remembering that Roku makes the bulk of its revenue from advertising — not bargain-bin priced streaming hardware.

Roku has started experimenting with more intrusive auto-playing video ads on startup, and users are not happy.

Owners of smart TVs and streaming sticks running Roku OS are already subject to video advertisements on the home screen. Now, Roku is testing what it might look like if it took things a step further and forced people to watch a video ad play before getting to the Roku OS home screen.