Roku launches Labs hub for experimental apps on its TVs

The move signals Roku's increased focus on developing first-party applications that could potentially be monetized and solidify its position within connected households. This strategy places Roku in competition with rivals like Google and Amazon, which offer advanced AI-powered connected TV experiences through their respective assistants, Gemini and Alexa+.

In parallel, Roku is expanding the availability of its personalized Home Screen to new international markets, including Mexico and Brazil, where it will feature localized content and tailored recommendations. The company's Voice assistant has also been enhanced to handle weather-related queries.

On the streaming service front, Roku is introducing bundled subscription options in the U.S. and Mexico. These bundles will allow users to combine plans from smaller services such as AMC+, Fox ONE, Hallmark+, Howdy, and Starz, typically at a more affordable price point than individual subscriptions.

Furthermore, Roku announced its intention to open-source the software underpinning its Roku remote, known as Roku LT OS. This move is expected to encourage external developers and manufacturers to create their own applications and devices.