GoKawiilIn Brief
Roku is turning your TV into its own testing grounds. On Thursday, the connected TV device maker unveiled the latest update to Roku OS, which introduces a new experience called Roku Labs that allows U.S. customers to access experimental apps made by the company.
Image Credits:Roku
These still-in-development apps will be accessible through a new tile on the Roku’s Home Screen. Initially, users will see apps for tracking the weather, stocks, and a new game called Roku Dash. The latter involves customers flying a UFO across “Roku City,” the company’s default screensaver of a neon purple and pink city skyline, interspersed with references to pop culture and ads.
Image Credits:Roku
The additions suggest Roku is increasing its investment in what could turn out to be monetizable first-party apps that put the company at the center of connected households. Today, the streaming device and TV maker competes with often more advanced AI-powered connected TV products from rivals like Google and Amazon, powered by their assistants, Gemini and Alexa+.
Alongside this update, Roku is making its newer, personalized Home Screen available in new markets, including Mexico and Brazil, where it will offer region-specific features like localized content and tailored suggestions. In addition, Roku’s Voice assistant will now be able to answer weather-related questions.
On the streaming side, Roku will begin offering bundled subscriptions in the U.S. and Mexico that let you mix-and-match streaming plans from smaller services like AMC+, Fox ONE, Hallmark+, Howdy, and Starz. These bundles are usually more affordable than purchasing each plan à la carte.
Roku also said it is open-sourcing the software that powers its Roku remote, Roku LT OS, which could invite outside developers and makers to build their own applications and devices.