Throughout 2022, Roku also updated its operating system (OS), the only OS purpose-built for TV, with more personalization features and enhancements across search, audio, and content discovery, launching The Buzz, Sports, and What to Watch, which provides tailored movie and TV recommendations on the Home Screen Menu. The company also released a new feature for streamers, Photo Streams, that allows customers to display and share photo albums through Roku streaming devices. Additionally, Roku unveiled Shoppable Ads, a new ad innovation that makes shopping on TV streaming as easy as it is on social media. Viewers simply press "OK" with their Roku remote on a shoppable ad and proceed to check out with their shipping and payment details pre-populated from Roku Pay, its proprietary payments platform. Walmart was the exclusive retailer for the launch, a first-of-its-kind partnership.