Roku Brings Its First OLED TVs to Market

This week Roku launched its first OLED TVs, the Roku Pro Series OLED and Roku Pro Series LX OLED. At lower prices than your typical OLED TV, these ultra-thin models are aimed at removing OLED's cost barrier and "making a top-tier viewing experience genuinely accessible," according to Roku retail strategy VP Chris Larson.

Both models will be available exclusively on Amazon. While the 55-inch and 65-inch Pro Series OLEDs are for sale now at $999 and $1,199 respectively, the higher-end Pro Series LX OLED will arrive in October 2026 in the same sizes for $1,299 and $1,599.

The Pro Series OLED features a 4K OLED panel with a 120Hz refresh rate, Dolby Vision, and HDR10+ support. It also has four HDMI 2.1 ports, AMD FreeSync Premium, VRR, ALLM, and an automatic game mode. Roku says the TV automatically adjusts its visual settings based on ambient lighting and on-screen content.

Both Roku Pro Series OLED models feature a super-thin metal bezel.Credit: Roku

The Pro Series LX OLED comes with a brighter panel, a wider color range, and a 144Hz VRR mode. It has a new polarizer to reduce reflections and supports Wi-Fi 6. This model comes with the Roku Voice Remote Pro, which offers hands-free voice control, customizable buttons, and USB-C charging. Both models run Roku OS.

In a market where tech is getting more expensive by the day, it's refreshing to see companies offering affordable solutions that make higher-end features more accessible. At the same time, Roku subsidizes its hardware through aggressive advertising. In the past, this has meant seeing banner ads across live TV and movie trailers before accessing the home screen . It's worth asking yourself whether you're cool with that before shaving a few hundred dollars off the OLED experience.