Roku launched its first self-branded OLED smart TVs to enter the premium television market. The initial Roku Pro Series OLED TV starts at $999.
These models are available in 55-inch and 65-inch sizes. The displays feature a 120Hz refresh rate. They include 4K resolution and Dolby Vision technology. Amazon holds exclusive retail rights for the immediate release.
A higher-tier Pro Series LX OLED TV will debut in October. This premium model starts at $1,299. It features a 144Hz variable refresh rate and enhanced brightness.
Roku's pricing strategy aims to make high-performance OLED technology more accessible. The move positions the company to compete with established brands like LG and Samsung.