Roku Goes Premium With New OLED TVs

For the first time since beginning to sell its own branded TVs in 2023, Roku is venturing into OLED territory. The company’s first OLED TVs with Roku branding are the Roku Pro Series OLED TV and the Roku Pro Series LX OLED TV.

Roku says both TVs will be available in 55-inch and 65-inch sizes, and both will have a 4K resolution, 120Hz max refresh rate, Dolby Vision, and HDR 10+. One of the biggest differences between the two panels is brightness. Roku says the LX model is twice as bright as the regular Pro, though the company didn’t offer any specifics on how many nits it will hit, other than noting that “both are competitive or lead in their respective price bands.” Each TV has three HDMI 2.1 ports and one HDMI 2.1 eARC.

Outside of the OLED of it all, the Roku’s newest TVs will have features like Automatic Gaming Mode, which automatically switches various settings when you’re playing games, and Roku Smart Picture Max, which uses AI to adjust color, contrast, and sharpness in real time.

The inclusion of OLED marks a step into a new segment for Roku. Previous Roku TVs use LCD and QLED panels, with the latter, the Roku Select Series, acting as the premium option. Even with the QLED premium, though, the 55-inch and 65-inch Roku Select TVs still only cost $350 and $450, respectively.

The Roku Pro Series OLED TV will start at $999 for the 55-inch model, while the LX will start at $1,299. That’s just the price you pay for OLED, though, so that leap is to be expected. The Roku Pro Series OLED TV is available today on Amazon exclusively, and the Roku Pro Series LX OLED TV is available starting in October.