UI redesigns are always a gamble, and more often than not, the backlash outweighs the benefit. Spotify recently added a new Create button in the bottom-right corner where Library used to be and learned the hard way why you shouldn’t mess with a button people have been tapping for years. Instagram does the same thing on a loop, rolling out some new layout every couple of months and getting dragged for it every single time. Now, it’s Roku’s turn, and the fallout might be the worst of the bunch.
There are plenty of streaming apps out there that feel like they were designed by someone actively rooting against your movie night (we’re looking at you, Prime Video). But there genuinely wasn’t anything wrong with Roku. It was one of the more user-friendly streaming interfaces out there. The homepage kept every major platform’s tile front and center, and subscribers could drag them around into whatever grid order made sense for how they actually watched.
That changed with a redesign Roku first announced back on May 27, though it didn’t actually start rolling out to most users until July 7. Once people saw what it looked like, a wave of frustration hit social media almost immediately. The new homepage adds a “Top Picks For You” section that piles on more recommendations, along with an AI-powered “Quick Access” row meant to surface a user’s most-used apps, and a “The Best Across Your Streaming Services” row on top of that. The app grid, the one constant on Roku’s homepage for over a decade, now sits buried underneath all three.
Collider Exclusive · Taylor Sheridan Universe Quiz Which Taylor Sheridan Show Do You Belong In? Yellowstone · Landman · Tulsa King · Mayor of Kingstown
Four worlds. All of them brutal, complicated, and built on power, loyalty, and the price of survival. Taylor Sheridan doesn’t write heroes — he writes people who do what they have to do and live with the cost. Ten questions will reveal which one of his worlds you were made for.
🤠Yellowstone
🛢️Landman
👑Tulsa King
⚖️Mayor of Kingstown
01
Where does your power come from? In Sheridan’s world, everyone has leverage. The question is what kind.
02
Who do you put first, no matter what? Loyalty in Sheridan’s universe is always absolute — and always costly.
03
Someone crosses a line. How do you respond? Every Sheridan protagonist has a line. What matters is what happens after it’s crossed.
04
Where do you feel most in your element? Sheridan’s worlds are as much about place as they are about people.
05
How do you feel about operating in the grey? Nobody in a Sheridan show has clean hands. The question is how they carry the dirt.
06
What are you actually fighting to hold onto? Every Sheridan character is fighting a war. The real question is what they’re defending.
07
How do you lead? Authority in Sheridan’s world is never given — it’s established, maintained, and constantly tested.
08
Someone new arrives and tries to change how things work. Your reaction? Every Sheridan show has an outsider disrupting an established order. Sometimes that outsider is you.
09
What has your position cost you? Nobody gets to where these characters are without paying for it. The bill is always personal.
10
When it’s over, what do you want people to say? Sheridan’s characters all know the ending is coming. The question is what they leave behind.
Sheridan Has Spoken You Belong In…
The show that claimed the most of your answers is the world you were built for. If two tied, both are shown — you’re complicated enough to straddle two Sheridan universes.
🤠 Yellowstone
🛢️ Landman
👑 Tulsa King
⚖️ Mayor of Kingstown
You are a Dutton — or you might as well be. You understand that some things are worth protecting at any cost, and that the modern world’s indifference to history, to land, to legacy, is not something you’re willing to accept quietly. You lead from the front, you carry your family’s weight without complaint, and when someone threatens what’s yours, you don’t escalate — you finish it. You’re not cruel. But you are absolute. In Yellowstone’s world, that combination of ferocity and loyalty doesn’t make you a villain. It makes you the only thing standing between everything that matters and everyone who wants to take it.
You thrive in the chaos of high-stakes negotiation, where the money is enormous, the margins are thin, and the wrong word in the wrong room can cost everyone everything. You’re a fixer — the person called when a situation is already on fire and needs someone with the nerve to walk into it. West Texas oil country rewards exactly what you are: sharp, adaptable, unsentimental, and absolutely clear-eyed about what people want and what they’ll do to get it. You’re not naive enough to think this world is fair. You’re smart enough to be the one deciding who it’s fair to.
You are a Dwight Manfredi — someone who has served their time, paid their dues, and arrived somewhere unexpected with nothing but their reputation and their wits. You adapt without losing yourself. You build loyalty through respect rather than fear, though you’re not above reminding people that the two aren’t mutually exclusive. Tulsa King is for people who are still standing when everyone assumed they’d be finished — who find, in an unfamiliar place, that they’re more capable than the world gave them credit for. You don’t need a throne. You build one, wherever you happen to land.
You carry the weight of a system that is broken by design, and you do it anyway — because someone has to, and because you’re the only one positioned to do it without the whole thing collapsing. Mike McLusky’s world is for people who are comfortable operating where there are no good options, only less catastrophic ones. You speak every language: law enforcement, criminal, political, human. That fluency makes you invaluable and it makes you a target. You’ve made your peace with both. Mayor of Kingstown belongs to people who understand that keeping the peace is not the same as being at peace — and who do the job regardless.
There’s Also a Giant Permanent Ad on the Roku Home Screen Now
Image via Roku
And of course, there’s more advertising layered in too, because why not? A new “marquee” ad spot now takes up a sizable portion of the screen, and it appears the moment your Roku device powers on. The ad doesn’t disappear while navigating the home screen either, so it ends up eating into space that was previously reserved for apps and content people actually want to see.
The timing lines up with Roku’s ongoing push toward profitability. The company first turned an annual profit in 2021, mostly thanks to pandemic-era viewing habits, and didn’t get back into the green again until 2025, this time driven by growth in ad revenue. During a February 2026 earnings call, CEO Anthony Wood said the new home screen, which was still in testing at the time, was designed to boost monetization over time by pushing more subscription signups and ad-supported viewing. Based on the reaction so far, viewers aren’t exactly thrilled about being the ones footing that bill.
