Roku Announces Major Updates to Its Apps to Boost User Experience and Aid App Developers

At the Roku 2025 Developer Summit, Roku revealed key changes to how its apps are built and released, aimed at improving navigation, reducing bugs, and enhancing overall user satisfaction. The company introduced a phased app rollout system and a cloud-based device emulator — two tools intended to streamline development and provide better experiences for both developers and users

Key Changes

Phased App Rollout
Previously, Roku apps were made available to all users at once. This sometimes led to bugs or issues surfacing only after installation by the full user base. With the new system, developers can launch apps first to a limited group of testers. This allows them to catch and fix problems early, optimize performance, and collect user feedback before a full-scale release. 

Cloud-Based Device Emulator
Roku will provide developers with a virtual emulator that mimics Roku hardware. This lets them test apps without needing physical devices. The emulator supports faster iteration, less dependency on hardware, more developers entering the ecosystem more easily, and smoother, more polished apps overall. 

Impact

These updates are designed to address longstanding challenges in app deployment and quality. By allowing more controlled launches (via phased rollout) and giving developers more tools (cloud emulator), Roku aims to deliver more reliable, bug-free experiences to its users. The changes also seek to broaden innovation — by lowering technical and cost barriers for developers. 

In a competitive streaming market, focusing on app quality and developer support may help Roku strengthen its position.