Roku debuts OLED TVs from $999 on Amazon
Developing story first seen 2 hours ago
Roku has launched its first OLED televisions, the Pro Series OLED and Pro Series LX OLED, marking the streaming device maker's shift beyond its traditional affordable QLED lineup into higher-end display technology. The move brings OLED's characteristic deep blacks to Roku's hardware for the first time while retaining the premium software features first introduced on its Mini-LED Pro TVs, positioning the company for a more direct challenge to rivals such as LG, Samsung and Sony in the OLED segment.
The Pro Series OLED is available now in 55-inch and 65-inch sizes from $999, featuring a slim-bezel design, a 4K 120Hz panel with Dolby Vision, automatic picture and game-mode adjustments, and AMD FreeSync Premium support, alongside a backlit voice remote. The Pro Series LX OLED, arriving in October 2026 at $1,299 in a yet-to-be-confirmed size, promises a brighter picture, a 144Hz refresh rate, an anti-reflective polarizer and a rechargeable remote, though Roku has not disclosed further panel details. Both models are sold exclusively through Amazon, and buying into Roku's ecosystem still means accepting its advertising-driven data collection, a factor that could take on added significance given Roku's pending acquisition by Fox.
- Roku launches its first OLED TVs, sold exclusively via Amazon
- Pro Series OLED available now from $999 in two sizes
- Pricier LX OLED model arrives October 2026 at $1,299
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Roku is best known for making streaming devices and low-cost smart TVs, sold under its own brand and licensed through other manufacturers. Its television business has traditionally focused on affordable sets using QLED display technology, aimed at budget-conscious buyers rather than premium home cinema enthusiasts. OLED is a different, generally pricier screen technology prized for very deep blacks and strong contrast, and until now Roku had not made its own OLED sets.
The company's established rivals in higher-end televisions include LG, Samsung and Sony, all of which have long offered OLED models. Roku also has a broader advertising-supported business model built around the data it collects from its streaming platform, and it is currently the subject of a planned acquisition by Fox, the American media company.
Full account
Roku has entered the OLED television market for the first time, launching two new sets — the Roku Pro Series and the higher-specification Roku Pro Series LX — exclusively through Amazon. The move follows a period in which LG and Samsung dominated the mid-range OLED space, and comes shortly after Sony formally unveiled its own Bravia 6 model, intensifying competition in the segment. Until now, Roku's television efforts had centred on more affordable QLED and Mini-LED sets, so the shift to OLED marks a notable step up for the brand, which is best known for its streaming software rather than premium display hardware.
The entry-level Roku Pro Series is available now in 55-inch and 65-inch sizes, priced from $999. It features a 4K panel with a 120Hz refresh rate, four HDMI 2.1 ports, and support for both Dolby Vision and HDR10 Plus high dynamic range formats. Gaming-focused features include auto low latency mode, AMD FreeSync Premium and variable refresh rate support, while the set introduces a redesigned metal bezel that concentrates ports and componentry into the lower two-thirds of the panel, allowing for a slimmer top edge and reportedly wider viewing angles. It also incorporates Roku's Smart Picture Max, which automatically adjusts picture settings, and an Automatic Game Mode that detects gameplay and switches on the relevant refresh-rate features. The television ships with a backlit voice remote offering customisable shortcuts, and a remote-finder function built into the TV to help locate it when misplaced. Both this and the step-up model run Roku's own operating system throughout.
Due to follow in October is the pricier Roku Pro Series LX, pitched as roughly twice as bright as the standard Pro Series. It adds a 144Hz variable refresh rate, an advanced polarising layer designed to cut down on screen reflections, and swaps the standard remote for a rechargeable Roku Voice Remote, while retaining the same suite of software features as its sibling. Accounts of its pricing and sizing vary in detail: one report lists it at $1,299 for a 55-inch model and $1,599 for a 65-inch version, while another cites only the $1,299 figure and notes that Roku had not yet confirmed which screen size, or sizes, it would apply to. This suggests some of the LX model's final specifications may not yet be fully locked down ahead of its release.
Coverage of the launch diverges somewhat in emphasis. One account frames the debut chiefly in competitive terms, positioning Roku's OLED push as a direct response to rivals LG, Samsung and now Sony crowding the mid-range OLED market. Another places more weight on Roku's broader business strategy, noting the company's pivot away from its long-running affordable QLED lineup and observing that buying into Roku's ecosystem means accepting a degree of data collection for advertising purposes — a dynamic it suggests could be affected by Roku's pending acquisition by Fox. That report also frames the new sets as good value for buyers prioritising simple, easy-to-navigate software over cutting-edge picture performance, rather than televisions aimed at dedicated home cinema enthusiasts. Both exclusively sold through Amazon, the two ranges give Roku its first real foothold in the OLED category, with the standard Pro Series available immediately and the LX model expected to follow within weeks.
Where outlets differ
Pricing/sizing for the Pro Series LX: one source gives explicit prices for both 55-inch ($1,299) and 65-inch ($1,599) versions, while the other cites only $1,299 and says the size(s) it applies to had not yet been confirmed by Roku.
Framing: one source emphasises competitive positioning against LG, Samsung and Sony's newly announced Bravia 6, while the other emphasises Roku's strategic shift away from QLED, its advertising-driven business model, and the pending Fox acquisition.
Feature details: only one source specifies HDR10 Plus support and the remote-finder button on the standard Pro Series; the other instead highlights the bezel/design changes, Smart Picture Max, Automatic Game Mode, and customisable remote shortcuts in more depth.
Tone: one source is largely descriptive of specs and timing, while the other includes editorial commentary suggesting the TVs are a 'bargain' aimed at casual buyers rather than enthusiasts.
Coverage
- The Verge — Roku launches Pro Series OLED TVs from $999
- Engadget — Roku launches first OLED televisions exclusively through Amazon