Roku’s new Labs hub brings experimental apps to the big screen
Roku’s latest OS update introduces Roku Labs, a new hub for experimental apps, alongside personalized home screens in more markets, streaming subscription bundles, and more.
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.
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.
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.
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.
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