Pluto TV Test Upgrades To Its Roku App, Hiding The Live Guide & Pushing a Netflix Like User Interface
Pluto TV has started to test a major redesign of its application on Roku streaming devices, pushing its home screen simular to popular subscription services like Netflix. The new interface is being tested and features algorithm-driven recommendations for individual shows, movies, and select channels, aiming to create a more curated viewing experience tailored to each user’s preferences. This change represents a deliberate push by the platform to integrate its vast library of on-demand content more seamlessly with its live linear channels, encouraging subscribers to explore personalized suggestions rather than relying on scheduled programming. For now the change is limited to Roku but could come to other devices in the future.
Under the new layout, the app no longer defaults to a straightforward channel lineup or an easily accessible live guide upon opening. Instead, users encounter a scrolling feed of highlighted titles, genre-based carousels, and suggested playlists that blend movies, series episodes, and live broadcasts. While this approach modernizes the service and aligns it with contemporary streaming trends, it has complicated navigation for those who prefer the classic grid-style guide that once provided an at-a-glance overview of all available live channels. In the test it hides the full live guide now requires an additional step: pressing the info button, typically located on the right side of the Roku remote or within the on-screen controls, to reveal the dedicated guide menu. This extra navigation has altered the straightforward workflow that many long-time users relied upon for quick channel surfing.
The test arrives at a time when Pluto TV continues to expand its footprint in the competitive free ad-supported streaming television sector. By prioritizing recommendations, the platform seeks to boost engagement and retention, particularly as viewers increasingly expect smart, data-informed suggestions similar to those found on paid services. The home screen now serves as a central hub that mixes live options with on-demand picks, potentially exposing users to a wider variety of content they might not have discovered through traditional browsing. However, the change has prompted widespread feedback from the Roku user base, many of whom value the simplicity of flipping through live channels without interruptions or detours.
Pluto TV was founded in 2013 in Los Angeles by entrepreneurs Tom Ryan, Ilya Pozin, and Nick Grouf. It entered beta in early 2014 and officially launched later that year as one of the first prominent free ad-supported streaming platforms, offering a selection of linear channels that mimicked traditional cable television but without any subscription fees. Backed by venture capital, Pluto TV rapidly grew its catalog by curating public-domain films, news feeds, and niche programming into virtual channels. Its innovative model attracted millions of users who appreciated the blend of live and on-demand viewing at no cost beyond watching advertisements.
A brief history of Pluto TV underscores its evolution from a niche startup to a major player in digital entertainment. The service was founded in 2013 in Los Angeles by entrepreneurs Tom Ryan, Ilya Pozin, and Nick Grouf. It entered beta in early 2014 and officially launched later that year as one of the first prominent free ad-supported streaming platforms, offering a selection of linear channels that mimicked traditional cable television but without any subscription fees. Backed by venture capital, Pluto TV rapidly grew its catalog by curating public-domain films, news feeds, and niche programming into virtual channels. Its innovative model attracted millions of users who appreciated the blend of live and on-demand viewing at no cost beyond watching advertisements.
In January 2019, Viacom acquired Pluto TV for $340 million in a deal that closed in March of that year. The transaction integrated the service into what is now Paramount Global, later evolving under Paramount Skydance ownership. This move provided Pluto TV with substantial resources to scale its operations, resulting in an expanded library that today includes hundreds of live channels spanning news, sports, movies, entertainment, and lifestyle genres, alongside thousands of on-demand titles. The acquisition also allowed the platform to secure premium content partnerships while maintaining its free-to-air structure, positioning it as a pioneer in the fast-growing FAST category that now competes directly with services from major media conglomerates.
For Pluto TV, the strategy could strengthen its competitive edge against rivals like Tubi, Freevee, and The Roku Channel, all of which have embraced similar recommendation engines. Early observations suggest the update may improve content discovery for casual users who enjoy movies and series but could alienate dedicated live TV enthusiasts who tuned in specifically for scheduled programming such as sports events or news updates.
Despite testing the navigation layer, the core functionality of Pluto TV remains intact. The service continues to deliver ad-supported access to a robust selection of channels and titles, with no changes to its free model or account requirements. Roku users encountering the new interface can still reach the live guide efficiently once familiar with the info button shortcut, though the process demands a brief adjustment period. As Pluto TV refines the rollout based on performance data, further tweaks to the home screen or guide accessibility may emerge to balance innovation with user expectations.
Please add Cord Cutters News as a source for your Google News feed HERE. You can watch today’s top cord cutting stories on our YouTube channel HERE. Please follow us on Facebook and X for more news, tips, and reviews. Need cord cutting tech support? Join our Cord Cutting Tech Support Facebook Group for help.
