For years, streaming platforms have treated the home screen like a highway rest stop. Necessary, sure. But not a destination.
A new study from Omnicom Media and Roku suggests advertisers may want to rethink that assumption. Their research suggests that the moments consumers spend wandering around streaming menus, debating whether to watch prestige drama or another documentary about a wellness cult with a surprisingly strong content strategy, may be more valuable than previously thought.
The findings arrive at a moment when media buyers are under pressure to squeeze more performance out of every impression. Roku's message is simple: stop treating the home screen as digital wallpaper.