Roku enters OLED market with Pro Series starting at $999 on Amazon

Entry into the OLED display category

Roku Inc. expanded its first-party hardware portfolio on 1 September 2026 by unveiling its first televisions equipped with organic light emitting diode display technology. The release introduces two product tiers: the Roku Pro Series OLED TV and the Roku Pro Series LX OLED TV. The launch marks the company's first OLED hardware since it began manufacturing and selling self-branded smart televisions in 2023. Earlier Roku television generations relied exclusively on LCD and quantum-dot QLED panels, such as the entry-level Roku Select Series, which retails at $350 for a 55-inch screen and $450 for a 65-inch screen. The standard Roku Pro Series OLED TV is available immediately on Amazon in the United States, carrying an entry price of $999 for the 55-inch version.

Hardware design and gaming specifications

The standard Pro Series OLED TV incorporates a 4K resolution panel with a 120Hz native refresh rate and wide viewing angles. It provides support for both Dolby Vision and HDR10+ high dynamic range formats to maximize contrast and black levels. For external devices, the television features four HDMI 2.1 ports, including three standard inputs and one HDMI 2.1 port with eARC capability for soundbars and audio receivers. Gaming features include an Automatic Game Mode, Auto Low Latency Mode, and support for AMD FreeSync Premium alongside HDMI-spec variable refresh rate standards. The exterior housing uses a thin metal bezel that concentrates internal electronics into the lower two-thirds of the rear casing, allowing the top half to remain thin. The unit ships on a tool-free adjustable stand engineered to accommodate soundbars and set-top boxes with built-in cable straps.

Higher brightness on the Pro Series LX line

The step-up Roku Pro Series LX OLED TV is scheduled to reach consumers in October 2026. Roku confirmed pricing for the LX tier at $1,299 for the 55-inch variant and $1,599 for the 65-inch variant. The LX configuration delivers twice the screen brightness of the standard Pro model and adds an advanced polarizer layer to cut down on reflections from ambient room lighting. The refresh rate ceiling on the LX model extends to 144Hz variable refresh rate support for compatible gaming setups. The higher-tier model also replaces standard battery-operated accessories with a rechargeable USB-C voice remote featuring backlit keys and customizable shortcut buttons. Both television lines include a physical button on the TV chassis that activates an audio ping to find misplaced remotes.

Market competition and platform ecosystem

Roku designed the pricing structure of both sets to compete directly against lower-cost OLED models offered by established electronics manufacturers. At $999, the 55-inch Pro Series undercuts the Samsung S85H, which carries an official list price of $1,199, and the LG B6, listed at $1,299. The $1,299 price tag on the upcoming LX series also positions it near discounted retail pricing for higher-end alternatives like the LG C6. The launch follows Sony's recent market introduction of the Bravia 6 OLED television.

Both are competitive or lead in their respective price bands.

Both OLED lineups operate on Roku's proprietary smart television operating system, integrating Roku Smart Picture Max, which uses automated processing to adjust color, contrast, and sharpness in real time. The sets remain exclusive to Amazon for retail distribution throughout 2026.