Roku has spent years putting its operating system inside other companies’ televisions and selling its own cheap-and-cheerful sets. It has never built an OLED. That changed on September 1, 2026, when the company launched two of them at once — the Roku Pro Series OLED TV and the Roku Pro Series LX OLED TV — and it is the pricing, not the panel technology, that makes them interesting.
The Pro Series OLED starts at $999 for the 55-inch model, with the 65-inch listed at $1,199. Both went on sale in the US exclusively through Amazon. The step-up Pro Series LX OLED carries an MSRP of $1,299 and is due in October 2026.
Spec-wise, the standard Pro Series OLED is not the stripped-back thing that price might suggest:
- 4K OLED panel with a 120Hz refresh rate
- Dolby Vision, HDR10+ and HLG support
- Dolby Atmos audio
- Automatic Game Mode with ALLM, VRR and AMD FreeSync Premium
- Roku Smart Picture Max, ultra-wide viewing angles
- Ultra-thin metal bezel and a tool-free adjustable stand
- Backlit Roku Voice Remote with customisable shortcuts, push-to-talk voice, a remote finder button and Bluetooth headphone pairing
The LX version is where Roku spends the extra money. It moves to a 144Hz variable refresh rate, adds an advanced polariser to cut room reflections, and promises a brighter picture with what Roku calls an “even wider range of colors”. It also swaps in the Roku Voice Remote Pro, which brings backlit buttons, hands-free voice, customisable shortcuts and a rechargeable battery that tops up over USB-C.
Both sets run the Roku platform, which is a genuine double-edged proposition. The interface is famously easy to live with — arguably the least intimidating smart TV system on the market — but it is also fairly basic next to rival systems, and Roku’s use of advertising, including automatic startup ads, has drawn complaints before. Buyers weighing a $999 OLED should factor that in alongside the panel.
Roku, predictably, frames it as a democratisation story. “OLED technology has been locked behind premium price tags, forcing many customers to choose between the display they want or a price that works for them,” said Chris Larson, Vice President, Retail Strategy at Roku. “We see a clear opportunity to change that equation.”
The competitive picture backs up at least part of that pitch. Genuinely cheap OLED sets have been thin on the ground: the only other 55-inch OLED our colleagues at What Hi-Fi? have tested at comparable money was the three-star Toshiba XF9F at £799, while the aggressively priced LG B6 was sitting at £899 as of September 2026. If the Pro Series OLED delivers picture quality anywhere near its asking price, the entry-level OLED market suddenly has a new floor.
The catch for readers outside the US is that Roku has not confirmed UK availability for either model.
