Roku has entered the mid-range OLED television market for the first time with its new Pro Series, arriving shortly after Sony unveiled its own Bravia 6 model and joining LG and Samsung as options in this segment. The launch signals Roku's push to compete more directly on hardware specification rather than just its familiar streaming software, aiming to draw budget-conscious buyers away from established rivals with a lower starting price.

The Roku Pro Series features a 120Hz panel, four HDMI 2.1 ports, Dolby Vision and HDR10 Plus support, plus gaming-friendly extras such as auto low latency mode, FreeSync Premium and VRR, alongside a backlit remote with a built-in finder button. It is exclusive to Amazon in 2026, available now in 55- and 65-inch sizes from $999. A brighter, higher-spec Pro Series LX model, with 144Hz VRR and an anti-reflective polarizer, follows in October priced at $1,299 for 55 inches and $1,599 for 65 inches, with both ranges running Roku's own operating system.