Roku enters OLED TV market with new Pro Series models

Roku has announced its entry into the OLED television market with the launch of two new hardware lines: the Pro Series OLED and the higher-end Pro Series LX OLED. These models represent a strategic shift for the company, moving from its traditional focus on streaming devices and LCD-based hardware into premium display technology.

The standard Pro Series OLED will be available in 55-inch and 65-inch sizes, starting at $999. These models feature 4K resolution, 120Hz panels, Dolby Vision support, and gaming-centric features such as AMD FreeSync Premium and an Automatic Game Mode. The series includes Roku’s Smart Picture Max technology for automated image tuning.

The premium Pro Series LX OLED is scheduled for an October launch, with prices starting at $1,299 for the 55-inch model. This tier offers enhanced specifications, including a 144Hz refresh rate, increased brightness, a wider color range, and an anti-reflective filter. The LX series will also include the Voice Remote Pro, which features hands-free voice control and a rechargeable battery.

Both series will be sold exclusively through Amazon. By offering aggressive pricing that undercuts established competitors like Samsung and LG, Roku aims to make OLED technology more accessible to a broader consumer base.