Two ranges will be available, Roku Select and Roku Plus Series, in sizes ranging from 24 to 75 inches. A OLED reference design will enable partners such as Sharp to launch Roku OLED TVs.

The upcoming Roku TVs will not raise the bar for picture quality as all signs point to entry-level LCD TVs, but they may prove popular with bargain hunters. They will launch in the US this spring. It is not clear who will assemble the TVs for Roku or who is supplying panels.

Roku claims that Roku OS is the "number one TV streaming platform in the U.S." based on hours streamed as of December 2022, but things could change this year as Roku's biggest and most important partner TCL has announced that its main TVs for 2023, the Q and S series, will be powered by Google TV.

TCL has not ruled out that it will launch Roku models later in 2023 but the new situation has likely contributed to Roku's decision to launch its own TVs.


 The 2023 TV line-up of Roku-branded Select and Plus TV models. Photo: Roku

- "Now, we are thrilled to introduce Roku Select and Plus Series TVs, the first ever to be designed and built by Roku, featuring the #1 smart TV OS sold in the U.S.," said Mustafa Ozgen, President of Device Business, Roku. "A smart TV made by Roku just makes sense. When we combine our streaming leadership with our hardware expertise, it progresses the overarching ambition to innovate across the TV experience, benefiting all streamers with a Roku TV."

Available in 11 screens ranging from 24 to 75 inches with retail springs ranging from $119 to $999, the Roku Select and Plus Series will feature either HD or 4K resolution and a voice remote. They can also connect to Roku's wireless soundbar.

- "These Roku-branded TVs will not only complement the current lineup of partner-branded Roku TV models, but also allow us to enable future smart TV innovations. The streaming revolution has only just begun," added Mustafa Ozgen.


 The Roku OS looks familiar and there is now a Roku logo in the bezel. Photo: Roku

OLED Roku TVs
In addition, Roku announced a reference design for OLED TVs, meaning that partners will more easily be able to launch a Roku OLED TV range without having to start from scratch.

A total of 11 Roku TV reference designs exist, from HD to 8K. The OLED reference design has the potential to bring OLED technology to more affordable TVs from brands not offering OLED today.

Sharp is the first partner to have announced a Roku-powered OLED TV that will launch in the US this spring.

Roku itself has not announced plans to launch a Roku-branded OLED TV.