When several Roku users over the past few days started seeing a new style of ad while streaming content, they reported the new occurrence online. More users saw the same ads and reports spread, so many people immediately assumed that Roku was adding ads to its pause screen – regardless of where the content was coming from.

Roku received a lot of pushback from customers after testing a feature that would auto-play video ads at device startup back in March. If you found that test to be annoying, get ready to have your feathers ruffled up once again. The company appears to be experimenting with a new way to serve you ads that involves the pause screen.