Fire TV now also displays full-screen video ads on its homescreen

Original Article ↗ Hacker News Discussion ↗

Amazon’s move to put full‑screen video ads on Fire TV home screens is prompting backlash from users who feel the interface has become slower, more intrusive, and increasingly hostile to their own content. Many contrast this ad-heavy, subsidized model with the cleaner but pricier Apple TV ecosystem, debating whether higher upfront costs, DIY setups, or alternative devices like Nvidia Shield and Chromecast are now worth it to avoid constant advertising. There’s also broader concern that smart TVs and streaming boxes are undergoing steady “enshittification,” with few regulation or market forces pushing vendors to respect user experience.

Overall reaction to Fire TV full‑screen ads

  • Many see the new full‑screen ads (and UI focus shifting onto ad carousels) as overtly user‑hostile and “casual theft” of attention.
  • Some regret recommending Fire TV to family and plan to replace devices; others say this is just the latest step in a long decline of Fire TV UX and performance.
  • A few note this behavior has already existed for a while in some regions.

Comparisons: Apple TV, Shield, Roku, Chromecast, others

  • Apple TV is repeatedly praised: fast, smooth UI, minimal ads, long device life, high‑quality remote (newer versions), Dolby Vision, good integration with iPhone, Apple Watch, AirPods, AirPlay, Fitness+, multi‑user support, and Plex/local media clients (Infuse, VLC, etc.).
  • Some say Apple’s price premium is justified by fewer ads and better UX; others find it too expensive versus $20–$40 sticks, especially in developing markets.
  • Nvidia Shield Pro is seen as a strong alternative but criticized for updates adding ads and for missing some apps (e.g., Stremio vs Apple TV’s lack of it is a deciding factor for some).
  • Roku and Fire TV are viewed as heavily ad‑subsidized; Roku’s financials show device losses offset by “platform” revenue.

Workarounds & DIY setups

  • Suggestions include:
    • Replacing Fire TV’s launcher via ADB (with caveats: early‑stage projects, auto‑updates may undo changes).
    • Using “Store Mode” on smart TVs to reduce spying/ads (works for some TV brands, not for Fire sticks).
    • Building an HTPC / mini‑PC / Pi 4 setup with browser + uBlock or Kodi/OpenELEC; trade‑offs are higher power use and less remote‑friendly UX.
    • Using NAS + Plex/Infuse/VLC/Jellyfin for local libraries; some worry about cloud‑linked metadata legality.

Cost, business models, and ads

  • Many argue cheap hardware is funded by advertising and data, making ad creep inevitable.
  • Apple is contrasted as making profit on hardware and services rather than maximizing ads, though some complain about upsells (storage tiers, Ethernet only on higher model).

Broader concerns: enshittification, ownership, regulation

  • Users lament progressive “enshittification”: each update adds more ads or dark patterns.
  • Comparisons are made to past media (DVD unskippable warnings), but streaming devices now also enable surveillance and remote UX changes.
  • Several call for regulation and note the lack of meaningful consumer pushback due to limited ad‑free alternatives.