Roku has launched an update to its operating system that introduces a new feature called Roku Labs, giving U.S. users early access to experimental apps developed by the company. These apps, which are still in development, will appear in a dedicated section on the Roku Home Screen. Among the initial offerings are apps for weather tracking, stock updates, and a new interactive game called Roku Dash, where players pilot a UFO across a stylized cityscape inspired by Roku’s default screensaver.

This move signals Roku’s effort to deepen its presence within connected homes by building more first-party applications that could generate new revenue streams. The company faces stiff competition from rivals like Google and Amazon, whose smart TV platforms integrate advanced AI assistants, Gemini and Alexa+, respectively. In response, Roku is expanding its software capabilities and enhancing user engagement with fresh interactive content and utilities.

Alongside Roku Labs, the company has rolled out its personalized Home Screen to more regions, including Mexico and Brazil. These localized versions feature tailored content recommendations and other market-specific improvements to make the platform more relevant to users outside the U.S. Furthermore, Roku’s voice assistant now supports answering weather-related queries, adding to its growing functionality.

Roku is also debuting streaming subscription bundles available in the U.S. and Mexico that allow customers to combine services such as AMC+, Fox ONE, Hallmark+, Howdy, and Starz at discounted rates. Additionally, Roku is open-sourcing the software behind its Roku remote, Roku LT OS, inviting third-party developers to create new apps and devices, promoting further innovation on its platform.