# Roku Labs turns your TV into a testing ground

> Roku is letting U.S. customers try experimental apps on their TVs to compete with Google and Amazon's smarter devices.
- Title: Roku Labs turns your TV into a testing ground · TechCrunch
- Summary: Roku is letting U.S. customers try experimental apps on their TVs to compete with Google and Amazon's smarter devices. Roku is building its own first-party…
- Keywords: roku, roku labs, experimental apps, connected tv, roku os, streaming, google, amazon, first-party apps, tv devices, technology, startups
- Source: TechCrunch — https://techcrunch.com/2026/09/17/rokus-new-labs-hub-brings-experimental-apps-to-the-big-screen
- Author: Sarah Perez
- Published: 2026-09-17T15:50:29+00:00
- Read time: 1 min
- Topics: roku, roku labs, experimental apps, connected tv, roku os, streaming, google, amazon, first-party apps, tv devices, technology, startups
## Roku Labs launches for U.S. users
Roku unveiled a new Labs hub on its Home Screen that gives U.S. customers access to experimental apps still in development. The company is using its TV platform as a testing ground for new features.
## First apps include weather, stocks, and games
The initial lineup features a weather tracker, stock ticker, and Roku Dash, a game where players fly a UFO across Roku City, a neon-themed screensaver with pop culture references and ads.
## Roku competes with Google and Amazon
Roku is investing in first-party apps to keep users engaged and compete with more advanced AI-powered devices from Google and Amazon, which have Gemini and Alexa assistants.
## Personalized Home Screen expands globally
Roku's updated Home Screen with region-specific content and tailored suggestions is now available in Mexico and Brazil. The Voice assistant can also answer weather questions.
## Streaming bundles arrive in two markets
Roku is offering bundled subscriptions in the U.S. and Mexico that let customers mix-and-match plans from services like AMC Plus, Fox ONE, Hallmark Plus, Howdy, and Starz at lower prices than buying individually.
## Roku opens remote software to developers
Roku is open-sourcing Roku LT OS, the software that powers its remote, inviting outside developers and makers to build their own applications and devices on the platform.
## Key takeaway

Roku is building its own first-party apps to keep users engaged and compete with AI-powered rivals like Google and Amazon.