Users in the test group are unimpressed by the video ads, which play automatically. Customers say they will be eager to toss their Roku devices if the ads become permanent.

Roku has reportedly started upsetting its users by testing auto-playing video ads, which pops up even before the home screen loads.

That's the situation Roku users are reportedly reckoning with after an update that autoplays advertisements when Roku-equipped TVs are switched on. In a Reddit post spotted by Ars Technica on Monday,