Roku OS home screen is getting video ads for the first time

They’re coming for you. Don’t worry. Soon, it might be that you can only escape this by buying a completely Roku free TV.

https://arstechnica.com/gadgets/2024/04/hdmi-customized-ad-insertion-patent-would-show-rokus-ads-atop-non-roku-video/

Consider leaving the TV disconnected from the internet and using it as a dumb TV connected to a good third-party device like an Nvidia Shield (those are a still probably the best mass market player devices despite being a few years old. Nothing official, but there is a good chance a refresh could be coming soon).