Roku has unveiled its first OLED televisions, expanding beyond the affordable QLED sets it has focused on in recent years. The Roku Pro Series OLED and Roku Pro Series LX OLED carry over the premium software features from Roku's existing Mini-LED Pro TVs while adding the deeper blacks OLED panels offer, and both are being sold exclusively through Amazon. The move signals Roku's ambition to compete more seriously in the premium television market, though critics note the trade-off remains the same as with its cheaper sets: viewing data feeds Roku's advertising business, a concern that could grow once the company is acquired by Fox.

The Roku Pro Series OLED is available now from $999 for a 55-inch model, with a 65-inch option also offered, featuring a slim metal-bezel design, a 4K 120Hz panel, Dolby Vision, Smart Picture Max and Automatic Game Mode with variable refresh rate support, plus a backlit voice remote. The pricier Roku Pro Series LX OLED, arriving in October 2026 at $1,299, promises a brighter picture, a 144Hz refresh rate and an anti-reflective polarizer, along with a rechargeable remote, though Roku has yet to confirm its screen size or full specifications.