https://techcrunch.com/2019/04/09/roku-is-no-longer-a-neutral-platform-after-todays-roku-os-9-1-update/

In the past, Roku seemed to be more of neutral platform compared with streaming media player rivals like Amazon Fire TV or Apple TV. The company gave everyone else’s content equal footing through its add-on channels and in Roku search, as had nothing of its own to promote. That’s changing with the rollout of Roku OS 9.1, beginning today. The update adds a feature that automatically plays back The Roku Channel’s movies and TV shows at times; another that better showcases the channel’s free content in genre-focused searches; and one that introduces a new navigation menu with offers for other Roku products.

These features arrive alongside other changes like a new guest mode and easier sign-in to subscriptions.