The news: Roku introduced its first major home screen redesign in a decade on Wednesday.

• The revamped experience uses AI to both tailor the main screen around individual viewing patterns and preferences, and to recommend new content.
• The CTV giant will personalize the experience based on factors like who is watching and house location, while historical data will inform user recommendations over time.
• Roku is experimenting with new ways to display ads on its platform, introducing a prominent ad placement to market specific apps or shows.
• VP of viewer product Preston Smalley noted the update will offer “opportunities for [Roku] to think creatively… about different ways to advertise,” per Bloomberg.

Why it matters: CTV is increasingly essential in marketers’ media plans as audiences continue shifting to digital-first viewing habits. Roku, which reaches over 120 million US CTV users, is a clear leader in the market: