Roku Launches Experimental Apps Hub on TV Devices
On September 17, 2026, Roku introduced a new feature called Roku Labs as part of an update to its operating system. This hub allows U.S. customers to access experimental apps developed by the company directly from their home screens. Initial offerings include weather tracking, stock monitoring, and a game named Roku Dash that features the company's iconic city skyline theme. The move signals increased investment in first-party app development as Roku competes with AI-powered connected TV products from Google and Amazon. The update also expands personalized Home Screen availability to Mexico and Brazil, offering localized content. Additionally, Roku is introducing bundled streaming subscriptions for more affordable access across platforms like AMC+ and Starz. Roku has open-sourced the software behind its remote control (Roku LT OS), potentially inviting third-party developers to build on its platform.
