Roku launches its first OLED TVs starting at $999

Roku's first-ever OLED TVs, the Pro Series and Pro Series LX, feature Dolby Vision and Atmos, HDMI 2.1 VRR and ALLM, and Roku OS. They are now available in 55 and 65 inches.

As Flatpanels reported last year, cheaper OLED TVs were expected in 2026. That is now happening, and Roku's launch today is another sign of the trend.

- "OLED technology has been locked behind premium price tags, forcing many customers to choose between the display they want or a price that works for them," said Chris Larson, VP of Retail Strategy, Roku. "We see a clear opportunity to change that equation. With the new Roku Pro Series OLED and LX OLED TVs, we're removing that cost barrier and making a top-tier viewing experience genuinely accessible."


The Roku OLED TVs
One of the interesting aspects about OLED is that the baseline picture quality is so high that no brand has managed to produce an OLED TV with bad picture quality.

We expect Roku's OLED TVs to perform well too, although they will not match high-end Tandem WOLED and QD-OLED models, such as LG G6, Samsung S95H and Sony Bravia II, due to their better and more expensive panels.


The Roku Pro Series OLED TVs feature a 120Hz OLED panel and a 95% DCI-P3 color gamut. It sounds a lot like the cheaper OLED SE panel introduced earlier this year without a polarizer-based anti-reflective layer. These TVs will compete directly with LG's B6/B6E, Samsung's S85H and Sony Bravia 6.

 Also read: 83" OLED TVs are finally becoming affordable

We say this because Roku specifically highlights a step up to "an advanced polarizer that cuts room reflections" for its more expensive Pro Series LX OLED TVs. These models support 144Hz, a wider color gamut and higher brightness (2x higher peak brightness, says Roku), which sounds a lot like the OLED EX panel also used in LG's C-series and Samsung's S90 series. They also come with the Roku Voice Remote Pro with USB-C charging and Wi-Fi 6.


Roku OS with Dolby Vision
The OLED TVs naturally come with Roku OS built in, providing access to streaming services in up to 4K Dolby Vision for Roku's best picture quality to date.

Both Roku OLED ranges support HDR10, HDR10+ and Dolby Vision as well as Dolby Atmos audio. They also feature HDMI 2.1 for VRR and ALLM, along with backlit remote buttons. In addition, there is AirPlay 2 and Bluetooth 5.2. We are chasing full specifications.

The Roku Pro Series OLED TVs are available now in 55 and 65 inches exclusively from Amazon for $999 and $1200, respectively. The Pro Series LX will be available starting in October, with pre-orders online today for $1300 in 55 inches and $1600 in 65 inches. Roku has not announced any larger screen sizes.