A new Fire TV pop-up takes over your entire screen at startup, and it could be the beginning of the end — here’s why users think Amazon could open it up to third-party advertisers
A full-screen Fire TV pop-up ad has been spotted during start-up, which you have to dismiss manuallyIt's currently promoting the new Fire TV mobile app redesign Amazon could use this as an opportunity to sell to third-party advertisers
The odd ad crops up across Fire TVs devices now and then, and users have pretty much got used to them, but now full-screen pop-ups have started to appear during the start-up process.
When users turn on their devices, one of the first things that now appears is a Fire TV system pop-up, which blocks the main home screen on both Fire TVs and Fire TV Sticks. The most frustrating part is that you have to acknowledge it and close it manually before you can use your device.
It was first spotted by AFTVnews, who say this is the first time Amazon has shown pop-ups that take over your entire screen. As it stands, the pop-up is only displaying an ad for Amazon’s Fire TV app which received a big design overhaul back in February.
As mentioned, Fire TV users are no strangers to ads. Ads are splattered across the Fire TV home screen and in standby screensavers when the device isn't being used, as well as in content on ad-supported tiers for streaming services like Prime Video.
In addition to product and brand ads, Fire TV devices display the odd pop-up when it’s system-related, whether that’s to notify you of software updates or inform you when it’s failed to pair a remote, for example.
Those types of ads are understandable, because they give you valuable information about any changes happening with your device. However, issuing full-screen pop-ups that you’re forced to acknowledge could be taking it a step too far for users who want to stream content and access apps without ads interrupting the experience.
This has sparked a concern, especially regarding the direction Amazon could take with this new advertising format — and it could even open the doors for the tech giant to start promoting products from third-party advertisers.
When it comes to spotlighting new Fire TV upgrades like the mobile app redesign, it makes sense. Amazon has rolled out a number of upgrades to Fire TV devices this year so far, which also includes a fresh layout and new streaming channels. But how long will it take for Amazon to throw brand ads in your face as soon as you turn on your TV?
As mentioned in the AFTVnews report, Amazon has used displaying formats in the past to advertise its own content and device-related information, and then gone on to sell these slots to third-party advertisers, filling its Fire TV interface with ads promoting brands that aren’t Amazon-related.
While the latest Fire TV pop-up remains system-related for now, that’s not to say Amazon won’t repeat history and see this as an opportunity to generate more revenue from advertising. The last thing viewers want is ads blocking their home screen before they've even decided what they want to watch.
