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The news highlights Roku’s growing focus on advertising and an alarming trend in the streaming industry that sees ads increasingly forced on viewers.

Wood's comments didn't address the expected impact on the Roku user experience or whether the company thinks this might turn people off its platform.

Our business remains well positioned to capture the billions of dollars in traditional TV ad budgets that will shift to streaming," an April 25 letter to shareholders [PDF] authored by Wood and Roku CFO Dan Jedda reads.

For example, an Accenture survey of 6,000 "global consumers" noted by The Streamable found that 52.2 percent of participants thought that streaming platform-recommended content "did not match their interests."

Similarly, an October TiVo survey of 4,500 viewers in the US and Canada ranked "streaming apps / home screen / carousel ads" as the fourth most popular method of content discovery, after word of mouth, commercials aired during other shows, and social media.

While Roku is a budget brand associated with more affordable TVs and streaming devices, excessive ads could make people reconsider the true price of these savings.

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