Roku is rolling out a new interface across all of its devices, which now includes a prominent 'For You' section -- and a large ad.  

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At an event in New York City, Roku's Preston Smalley said this was the first major update to the home screen in a decade. "This is one of the most valuable pieces of real estate in streaming, as half of all broadband users are using this screen," Smalley said.

The ad marquee now takes up the right-hand side of the screen and includes suggested shows as well as paid placements. Smalley told CNET that the proportion of each type, paid or programmed, wasn't set and could change. Previously, the ad was only visible when users clicked off the text menu into the apps, but this part of the screen is not defeatable.

The two other interface elements, which are configurable, are the "For You" section at the top and a new "Quick Access" section at the bottom that's based on the apps you use the most. Both of these are also removable, which would mean they are replaced by the traditional apps list that's otherwise further down the page. 

Streaming device makers have tried to crack the ability to display all of the shows you're watching in one place, but with "For You," Roku tries to solve this with a combination of AI suggestions, user-based "saved" programs and "now watching" data sent by the streaming services.

Lastly, on the left-hand side of the screen, you're able to choose from menu items such as Subscriptions or Search.

Roku is the most popular streaming device maker, and a change this big after 10 years is bound to meet with opposition from longtime users, as have any similar changes from competitors. The fact that users can configure it to approximate the old interface may allay some issues, though. From a reviewer and user's perspective, the interface has looked a little dated for some time and so more customizability may woo back people who have gone to content-first competitors like Google TV or Amazon Fire TV.

Roku says the interface will roll out to users in the coming weeks and months, but if someone wants to get the new home screen earlier, Smalley told me they can call customer service.