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’s back at it again with a new bout of intrusive video ads that play before the user even gets to the home screen.

Roku has reportedly started upsetting its users by testing auto-playing video ads, which pops up even before the home screen loads.