Roku Disrupts the OLED Market with New Pro Series TVs Starting at $999
Roku is officially making a play for the premium home theater segment, announcing a major evolution in its television hardware lineup. The company has unveiled its first-ever OLED models—the Roku Pro Series OLED and the higher-tier Roku Pro Series LX OLED—marking a significant departure from the LCD technology found in previous iterations.
With an aggressive starting price of just $999, these new models are poised to become some of the most affordable OLED TVs on the market, bringing high-end picture quality to a wider audience.
A New Standard for Roku Picture Quality
The transition to OLED technology is the headline feature for the new Pro Series, promising the signature benefits of the display tech: infinite contrast ratios, deep blacks, and superior off-angle viewing compared to the traditional LCD-based Pro models.
The standard Roku Pro Series OLED is equipped with a 120Hz panel, ensuring smooth motion for both cinema and sports. It includes support for Dolby Vision for high-dynamic-range content and incorporates Roku’s proprietary “Smart Picture Max” technology. Gamers are also well-catered to, with the inclusion of an Automatic Game Mode, AMD FreeSync Premium, and Variable Refresh Rate (VRR) support.
For those seeking peak performance, the Roku Pro Series LX OLED acts as the premium offering. It improves upon the base model with increased brightness, a wider color gamut, an anti-reflective filter for bright living rooms, and a faster 144Hz variable refresh rate.
Design Trade-offs
In achieving a sleek, ultra-thin metal bezel aesthetic, Roku has made one notable sacrifice: the removal of the “Soundstage” audio port featured on previous Pro models. Chris Larson, a representative for Roku, explained that maintaining the thin profile necessitated the removal of the port, which may come as a disappointment to enthusiasts who previously praised the line’s built-in sound quality.
However, the user experience remains a hallmark of the new series. The TVs feature tool-free stands for easy setup, velcro cable management straps, and a premium push-to-talk voice remote with backlit buttons. Users can also pair Bluetooth headphones directly to the TV for private listening.
Pricing and Availability
The new lineup aims to be the hardware to beat for value-conscious cinephiles in late 2026.
- Roku Pro Series OLED: Available now in 55-inch and 65-inch sizes exclusively on Amazon, starting at $999.
- Roku Pro Series LX OLED: Scheduled to hit the market in October 2026 with a starting price of $1,299.
Given the substantial upgrades to the LX model—particularly the brightness boost and anti-reflective coating—it stands out as the likely top choice for those looking to maximize their investment in the new Roku ecosystem.
