Roku ups premium hardware with launch of its first OLED TVs
Roku ups premium hardware with launch of its first OLED TVs
The Pro Series OLED models are available now, with the Pro Series LX OLED TVs launching in October.
Already the most popular smart TV operating system in North America, this fall, Roku is moving further into the premium TV market with the launch of its first-ever OLED televisions. The company announced on Tuesday that it is set to launch the Roku Pro Series OLED TV and Roku Pro Series LX OLED TV, expanding its owned and operated television lineup beyond the LED, QLED, and Mini-LED models that it has offered in recent years. The Roku Pro Series OLED is available beginning Tuesday exclusively through Amazon, with prices starting at $999. The more advanced Roku Pro Series LX OLED will arrive in October with a starting MSRP of $1,299.
Key Details:
- A new frontier: Roku is expanding its line of smart TVs by introducing its first-ever OLED TVs.
- Available now: The Pro Series OLED TV is available on Amazon starting today.
- More to come: The Pro Series LX OLED TV will be available next month.
Get Roku’s new Pro Series TV for $999!
$999
What is new on the Roku Pro Series OLED TV?
The Roku Pro Series OLED offers the biggest picture-quality upgrade in Roku’s TV lineup, with a 4K OLED display designed to deliver deeper blacks, stronger contrast, and better viewing from different angles around the room. Roku Smart Picture Max can also automatically adjust the picture based on what you are watching, reducing the need to dig through settings.
The TV supports smoother gaming at up to 120Hz and includes features designed to reduce lag and screen tearing. It also comes with an enhanced Roku voice remote with backlit buttons and customizable shortcuts, along with Bluetooth support for private listening through headphones.
“OLED technology has been locked behind premium price tags, forcing many customers to choose between the display they want or a price that works for them,” Roku VP Chris Larson said. “We see a clear opportunity to change that equation. With the new Roku Pro Series OLED and LX OLED TVs, we’re removing that cost barrier and making a top-tier viewing experience genuinely accessible.”
What is different about the Roku Pro Series LX OLED TV?
The Pro Series LX OLED is Roku’s higher-end option, with a brighter picture, better reflection handling for rooms with a lot of ambient light, and support for gaming at up to 144Hz.
It also includes Roku’s rechargeable Voice Remote Pro, which adds hands-free voice controls. For most viewers, the biggest reason to step up to the LX will be its improved performance in bright rooms and its additional gaming capabilities.
How much do Roku’s new OLED TVs cost?
The Roku Pro Series OLED is available beginning Tuesday, Sept. 1, exclusively through Amazon in 55-inch and 65-inch sizes, with prices starting at $999. The Roku Pro Series LX OLED will arrive in October 2026 starting at $1,299.
What does the launch of Roku’s Pro Series mean?
The launch marks another expansion of Roku’s television business after the company began selling its own branded TVs in 2023. Adding OLED models also gives Roku a way to compete more directly with premium televisions from LG, Samsung, Sony, and other manufacturers, while offering a lower-cost entry point for shoppers who specifically want OLED picture quality.
It was announced earlier this summer that Fox would be purchasing Roku in a $22 billion deal. While there are still a number of unanswered questions surrounding the acquisition, especially from Roku die-hards, it is clear that the company is continuing to move forward with expansion plans to as many corners of the streaming and home entertainment world as possible.
Get Roku’s new Pro Series TV for $999!
$999
The Roku Pro Series LX OLED is Roku’s most advanced TV yet, delivering a brighter picture, an even wider range of colors, a 144Hz variable refresh rate (VRR), and an advanced polarizer that cuts room reflections. The Roku Pro Series LX OLED TV features all the delightful touches of the Roku Pro Series OLED, plus a Roku Voice Remote Pro that includes backlit buttons, hands-free voice, customizable shortcuts, and a rechargeable battery with USB-C, delivering maximum performance.