Roku’s new Labs hub brings experimental apps to the big screen

Roku, a connected TV device maker, is introducing a new feature called Roku Labs to its TVs. This update, part of the latest Roku OS, allows U.S. customers to access experimental apps made by the company. These apps, still in development, will be easily accessible through a new tile on the Roku’s Home Screen. Roku has initially added apps for weather tracking, stock monitoring, and a unique game titled Roku Dash.

The latter game tasks players with flying a UFO across "Roku City," a neon purple and pink screensaver that includes pop culture references and advertisements.

Roku's move to expand its offerings comes as it competes with more advanced AI-powered connected TV products from rivals like Google and Amazon. Roku's strategic shift aims to become a central hub within connected households through monetizable first-party apps.

To further enhance user experience, Roku is rolling out its personalized Home Screen to new markets, including Mexico and Brazil. These markets will feature region-specific features such as localized content and tailored suggestions. Additionally, Roku's Voice assistant will soon be able to answer weather-related queries. In terms of streaming, Roku will introduce bundled subscriptions in the U.S. and Mexico, allowing users to mix-and-match plans from smaller services like AMC+, Fox ONE, Hallmark+, Howdy, and Starz.

These bundled offerings are generally more cost-effective than purchasing streaming plans individually. Lastly, Roku is open-sourcing the software that powers its Roku remote and Roku LT OS. This move could invite outside developers and creators to build new applications and devices, potentially further enriching the Roku ecosystem.