# Experimental Big Screen Apps Roku Has Launched Roku Labs For Early Software Testing By Adam Harrie | Written with AI assistance | Published 2026-09-18 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/experimental-big-screen-apps References: [techcrunch](https://techcrunch.com/2026/09/17/rokus-new-labs-hub-brings-experimental-apps-to-the-big-screen)  Roku’s latest OS update introduces 'Roku Labs,' a new hub for [experimental apps](https://www.trendhunter.com/trends/testlabs) developed by the company. U.S. customers can access it via a new tile on the Home Screen, turning the TV into a place to try out early software. The first batch includes apps for weather, stocks, and Roku Dash, a game that sends players flying a UFO across Roku City. That neon purple-and-pink skyline is Roku’s default screensaver and features pop culture references and ads. Roku also made its newer personalized Home Screen available in Mexico and Brazil. Those markets will receive region-specific features, including localized content and tailored suggestions, while Roku’s Voice assistant can now answer [weather-related questions](https://www.trendhunter.com/trends/retrocast). Roku will also offer bundled subscriptions in the U.S. and Mexico. The update leans into a more interactive, personalized streaming experience. Image Credit: Roku ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 9% | Activity: 5% | Freshness: 91% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Multimedia](https://www.trendhunter.com/multimedia) ## Key Themes ### Key Themes Behind This Trend - **Experimental Tv App Hubs:** Connected TV platforms are becoming testing grounds for early-stage software, creating space for rapid feedback loops and lower-risk consumer experimentation on the big screen. - **Interactive Streaming Home Screens:** Personalized TV interfaces are shifting from passive navigation menus into dynamic engagement layers where games, utilities, ads, and recommendations can converge. - **Localized Streaming Personalization:** Region-specific content, voice features, and tailored suggestions signal new opportunities for platforms to differentiate experiences across markets through cultural and behavioral relevance. ### Where This Applies - **Connected Tv:** Device makers and operating system providers can expand beyond content access by turning television interfaces into app ecosystems for utility, entertainment, and commerce. - **Streaming Media:** Subscription bundling and personalized discovery features are reshaping how streaming services package value, reduce churn, and reach households across different regions. - **Digital Advertising:** Branded screensavers, interactive environments, and home screen placements create emerging inventory formats that blend entertainment, discovery, and measurable engagement. ## Related on Trend Hunter - [Streaming Service Festival Pop-Ups](https://www.trendhunter.com/trends/any-mood-for-free.md) - [Collaboration Streaming Service TVs](https://www.trendhunter.com/trends/sharp-roku-tv-qled.md) - [Collaboration Ambient Illumination TVs](https://www.trendhunter.com/trends/philips-roku-tvs.md) - [High-Res Streaming Sticks](https://www.trendhunter.com/trends/roku-streaming-stick-plus.md) - [AI Experiment Hubs](https://www.trendhunter.com/trends/google-labs-1.md) - [Streaming Sports Subscriptions](https://www.trendhunter.com/trends/fox-one.md) - [Streaming Brand Trivia Games](https://www.trendhunter.com/trends/pop-culture-trivia-game.md) - [Ad-Free Streaming Subscriptions](https://www.trendhunter.com/trends/adfree-streaming.md) - [Responsive Audio Apps](https://www.trendhunter.com/trends/studio-by-spotify-labs.md)