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,

Over the weekend, a number of Roku device owners noticed an irksome new advertising method from the company: a trailer for Moana 2 began playing before they could even access the Roku homescreen. Ars Technica reported on the situation, which has been called out in a few different Reddit threads.

Some Roku users are being greeted with something unexpected when they turn on their TVs—autoplaying ads. Instead of going straight to the home screen, some users have reported seeing full-screen video ads for movies and other content that start playing automatically.