Roku has launched its first self-branded OLED smart TVs, starting at $999 for 55-inch and 65-inch 120Hz models, with higher-end 144Hz variants at $1,299. The TVs will be sold exclusively through Amazon beginning this fall.
The new Roku Pro Series and Pro Series LX represent the streaming platform's expansion into premium television territory. The entry-level Pro Series features a 120Hz OLED panel, four HDMI 2.1 ports, and support for Dolby Vision and HDR10 Plus. Gaming features include auto low latency mode, FreeSync Premium, and variable refresh rate (VRR) support.
The Pro Series LX, arriving next month, steps up to 144Hz refresh rates and a higher price point of $1,299 for comparable screen sizes.
Roku's pricing undercuts established competitors in the midrange OLED segment. LG and Samsung have long dominated this category, and Sony recently entered with its Bravia 6 line. Roku's aggressive starting price positions it as an accessible entry point for consumers seeking OLED technology—which offers superior contrast and deeper blacks compared to LCD panels.
The exclusive Amazon partnership marks a significant distribution strategy for Roku, leveraging the e-commerce giant's reach to reach consumers shopping for premium displays.
Both models run Roku's operating system, ensuring integrated streaming capabilities and the company's familiar smart TV interface. The OLED displays represent a notable upgrade from Roku's previous LCD-based lineups, addressing growing demand for high-quality picture performance at competitive price points.
Availability begins this fall through Amazon, with specific launch dates to be confirmed.
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