Roku Turns the Living Room Into a Beta Test With New 'Labs' Hub

Roku is treating its TV OS like a playground, and for the first time, it's inviting users to come along for the ride. As TechCrunch first reported, the company has unveiled a Roku OS update introducing "Roku Labs," a dedicated hub where U.S. customers can access experimental, still-in-development apps created by the company.

These features live in a new tile on the Home Screen. The initial lineup includes apps for tracking stocks and weather, as well as a game called Roku Dash, where players fly a UFO through "Roku City"—the neon-hued purple and pink skyline that serves as the company's default screensaver.

**Opinion:** While I love the energy of turning the OS into a sandbox, the real test is whether "experimental" actually means innovative or just unfinished. If these apps are merely placeholders, they risk cluttering the UI. However, if Roku can refine these into monetizable first-party tools, they could carve out a more central role in the connected household.

This push comes as Roku faces stiff competition from Google and Amazon, whose connected TV products are powered by more advanced AI assistants, Gemini and Alexa+, per TechCrunch. To keep pace, Roku is expanding its personalized Home Screen into Brazil and Mexico, offering tailored suggestions and localized content, while updating its Voice assistant to handle weather queries.

Beyond the screen, TechCrunch reports that Roku is open-sourcing Roku LT OS, the software that powers its remotes, potentially allowing third-party developers to build their own devices and applications.

Finally, Roku is introducing bundled plans in Mexico and the U.S. These bundles allow users to mix-and-match smaller streaming services—including Starz, Hallmark+, Howdy, Fox ONE, and AMC+—at a lower cost than individual à la carte subscriptions.