Roku‘s more than 100 million streaming households already watch billions of hours of content every month. But the company wants to get those numbers even higher.

On Wednesday, Roku took the wraps off a new home screen that it says is more dynamic, more personalized — and smarter. A key design point: It’s meant to help viewers more quickly find their next favorite show to binge-watch.

The new Roku home screen begins rolling out Wednesday (May 27) across all Roku TVs and streaming devices in the U.S. The company says it will expand to additional countries in the coming months.

According to the company, the new experience is the first significant update of the Roku home screen in over a decade. The new interface and features were developed using “deep behavioral insights” and viewer input, Roku says.

“When we set out to rethink the home screen, we knew we should listen to the people who use it every day,” Anthony Wood, Roku’s founder and CEO, said in a statement. “Now, our new home screen puts entertainment at the center of everything, while staying true to Roku’s simple, intuitive roots.” Wood added that users “will feel the difference the moment they turn on their TV — and it opens up a better, more powerful experience for our partners as well.”

The new Roku home screen recommends content based on an individual household’s interests, geared around speeding up the time users are able to start watching titles they may be interested. According to the company, there are billions of possible home screen combinations — and Roku’s intelligence models pick the optimal one for each viewer every time they turn on their TV.

Here’s a rundown of the new features of the Roku home screen highlighted by the company: