Enlarge / A Roku streaming box. It seems these ads aren't appearing on Roku's own hardware like this device; instead, they're appearing on TVs that license Roku's software platform.
Some Roku smart TV owners are seeing banner ads appear over live content, according to a thread on the r/cordcutters subreddit.
A user named p3t3or posted the following message:
Welp, this is the last time I purchase or recommend a Roku. After a Sleep Number commercial, I just got a Roku ad sidebar while watching live TV. Really loved the Roku experience up until now, but this is a deal breaker.
The message was accompanied by the following photo:
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