Roku has entered the premium OLED television market for the first time, introducing its Pro Series OLED lineup as it expands beyond its traditional focus on affordable QLED hardware. The launch positions Roku alongside established competitors like LG and Samsung in the mid-range OLED segment, following recent premium offerings from Sony and signalling the brand's strategy shift toward competing on display specifications rather than streaming platform alone.

The new lineup comprises two models—the Roku Pro Series OLED and Pro Series LX OLED—both starting at $999 and available exclusively through Amazon. Both sets retain the advanced software features found in Roku's existing Mini-LED Pro TVs whilst incorporating OLED technology's defining benefits: superior blacks and enhanced contrast ratios. This move represents Roku's most direct hardware-focused challenge yet to competitors in the mid-premium television market.