Roku, which recently surpassed 100 million streaming households, is introducing a new, personalized home screen it calls more dynamic and smarter.

The first major update of the Roku Home Screen in over a decade features “more relevant recommendations and faster pathways to content, guided by deep behavioral insights and viewer input,” the company said.

“When we set out to rethink the Home Screen, we knew we should listen to the people who use it every day. So we talked to the viewers, we tested extensively, and we pushed until the design and the data lined up for a meaningful update,” said Roku CEO and founder Anthony Wood. “Now, our new Home Screen puts entertainment at the center of everything, while staying true to Roku’s simple, intuitive roots. More than 100 million households 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.”

Roku cited a recent poll showing that a majority of streaming subscribers (82%) agree they would love if they turned on their TV and the show they wanted to watch was right on their home screen.

The new, personalized Roku Home Screen does just that. New features include: Quick Access for most used apps; an intelligence-driven and expanded content-first Top Picks for You section; new curated genre and mood-based hubs called Destinations; the ability to browse and discover content across all subscriptions in one place; expanded search capabilities; a streamlined collapsible menu; elevated shortcuts for everyday actions including Save List and Continued Watching; Your Daily Scoop, a dynamic row with a curated digest of breakout shows and cultural trends; and a Roku City tile taking users to an interactive version of their favorite screensaver.

The new Home Screen begins rolling out today across all Roku TVs and streaming devices in the U.S. with an international expansion to follow in the coming months.