Roku has launched a new Roku Labs update that brings experimental features directly to smart TVs, giving U.S. customers early access to apps still in development. The connected TV device maker unveiled the initiative as part of the latest Roku OS update, positioning the company to compete more aggressively with AI-powered rivals in the connected home space.
What’s New in the Roku Labs Update
The Roku Labs update introduces a dedicated tile on Roku’s Home Screen where users can find experimental apps created by the company. The initial lineup includes practical tools alongside entertainment: a weather tracker, a stocks app, and a new game called Roku Dash. The game invites players to pilot a UFO through “Roku City,” the company’s signature neon purple and pink screensaver landscape, complete with pop culture references and advertisements woven throughout the experience.
This move signals that Roku is doubling down on first-party app development—offerings that could eventually become monetizable services. By placing these experimental tools front and center on the home screen, Roku is working to establish itself as a central hub in connected households, a strategy that mirrors what competitors like Google and Amazon have pursued with their respective assistant ecosystems.
Expanding Global Reach and Features
Beyond the Roku Labs update, the company is rolling out its personalized Home Screen to new markets, including Mexico and Brazil, with region-specific content and tailored recommendations built in. The Roku Voice assistant is also gaining new capabilities, now able to answer weather-related questions directly.
On the subscription front, Roku is introducing bundled streaming plans in the U.S. and Mexico, letting viewers combine smaller services like AMC+, Fox ONE, Hallmark+, Howdy, and Starz at lower combined prices than purchasing individually. Additionally, the company is open-sourcing Roku LT OS, the software powering its remote, inviting external developers to build their own applications and devices around the platform. This follows a broader industry trend, as Motorola Previews Android 15 Update and New Themed Icons showed how manufacturers are increasingly embracing customization options. The move also reflects competitive pressures in the market, similar to the strategic decisions Samsung Galaxy S26 FE vs S25 FE: Explaining the $50 Price Increase highlighted regarding product positioning and value.
المصدر: TechCrunch
