Roku's new Labs hub brings experimental apps to the big screen

In Brief Posted: 8:50 AM PDT · September 17, 2026 Image Credits: Roku Sarah Perez Roku’s new Labs hub brings experimental apps to the big screen Roku is turning your TV into its own testing grounds. On Thursday, the connected TV device maker unveiled the latest update to Roku OS, which introduces a new experience called Roku Labs that allows U.S. customers to access experimental apps made by the company. Image Credits: Roku These still-in-development apps will be accessible through a new tile on the Roku’s Home Screen. Initially, users will see apps for tracking the weather, stocks, and a new game called Roku Dash. The latter involves customers flying a UFO across “Roku City,” the company’s default screensaver of a neon purple and pink city skyline, interspersed with references to pop culture and ads. Image Credits: Roku The additions suggest Roku is increasing its investment in what could turn out to be monetizable first-party apps that put the company at the center of connected households. Today, the streaming device and TV maker competes with often more advanced AI-powered connected TV products from rivals like Google and Amazon, powered by their assistants, Gemini and Alexa+. Alongside this update, Roku is making its newer, personalized Home Screen available in new markets, including Mexico and Brazil, where it will offer region-specific features like localized content and tailored suggestions. In addition, Roku’s Voice assistant will now be able to answer weather-related questions. On the streaming side, Roku will begin offering bundled subscriptions in the U.S. and Mexico that let you mix-and-match streaming plans from smaller services like AMC+, Fox ONE, Hallmark+, Howdy, and Starz. These bundles are usually more affordable than purchasing each plan à la carte. Roku also said it is open-sourcing the software that powers its Roku remote, Roku LT OS, which could invite outside developers and makers to build their own applications and devices. Topics Media & Entertainment , roku , streaming October 13 – 15 San Francisco Last day to book an exhibit table is September 18. Don’t miss out on high-impact leads, investor access, and a brand spotlight in Disrupt’s Expo Hall. BOOK NOW Newsletters See More Subscribe for the industry’s biggest tech news TechCrunch Daily News Every weekday and Sunday, you can get the best of TechCrunch’s coverage. TechCrunch Mobility TechCrunch Mobility is your destination for transportation news and insight. Startups Weekly Startups are the core of TechCrunch, so get our best coverage delivered weekly. StrictlyVC Provides movers and shakers with the info they need to start their day. No newsletters selected. Subscribe By submitting your email, you agree to our Terms and Privacy Notice . Related Media & Entertainment DOJ wants more answers on Fox’s $22B Roku deal Lauren Forristal Sep 9, 2026 Media & Entertainment Fox to acquire Roku in $22B deal Aisha Malik Jun 15, 2026 Media & Entertainment Roku’s $3 streaming service, Howdy, reaches 1M subs, per recent report Lauren Forristal Apr 29, 2026 Latest in Media & Entertainment In Brief Roku’s new Labs hub brings experimental apps to the big screen Sarah Perez 16 minutes ago In Brief Spotify expands its partner program for podcasts to 35 new countries Ivan Mehta 4 hours ago Startups Noise wants to help everyday people become paid content creators Dominic-Madori Davis 19 hours ago