Autoplaying ads have become more and more commonplace throughout all the technology we use. Streaming services such as Disney+ and Netflix ask you to pay extra to avoid having an ad play after a certain time midway through watching.

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