Roku (ROKU) said Wednesday it is rolling out a new Home Screen that enables "less time searching and more time streaming."

The new Roku Home Screen recommends content based on the viewers' interests using intelligence models, the company said.

Roku said the new Home Screen will be initially rolled out across all Roku TVs and streaming devices in the US and is expected to reach over 100 million streaming households soon.

Roku shares were up 2.5% in Wednesday trading.

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