Roku has begun running video ads that automatically play before loading the home screen, as reported by Ars Technica. This is impacting owners of Roku-branded smart TVs and streaming sticks, so long as the device runs the company’s proprietary OS.

The business of streaming is revolving more and more around how many ads users are willing to sit through for the sake of cheap content. Roku is pushing that deal to the limit with its first tests for ads that play in the worst place possible,

Owners of smart TVs and streaming sticks running Roku OS are already subject to video advertisements on the home screen. Now, Roku is testing what it might look like if it took things a step further and forced people to watch a video ad play before getting to the Roku OS home screen.