Roku has entered the OLED television market with its new Pro Series line, priced below comparable models from Sony, LG, and Samsung. The company announced the launch just days after Sony unveiled its Bravia 6 OLED, and the Pro Series is now available exclusively through Amazon for 2026. A higher-end version, the Pro Series LX, is scheduled to arrive next month.
The Pro Series features a 120Hz panel, four HDMI 2.1 ports, and support for both Dolby Vision and HDR10 Plus. For gaming, it includes auto low latency mode, FreeSync Premium, and variable refresh rate technology. The television ships with a backlit remote, and a remote finder button on the TV itself helps users locate the remote when it is misplaced.
The step-up Pro Series LX offers roughly double the brightness of the standard Pro Series, supports 144Hz variable refresh rate, and includes a polarizer designed to cut down on screen reflections. Both series run on the Roku operating system, which the company is known for integrating into its streaming devices and licensed TVs.
The Pro Series is available now in 55- and 65-inch screen sizes, with pricing starting at $999. The Pro Series LX will go on sale in October, with the 55-inch model priced at $1,299 and the 65-inch model at $1,599. These price points position Roku below several competing OLED offerings from established TV makers.
Until recently, the midrange OLED segment in the US was primarily served by LG and Samsung, with Sony joining the field last week. Roku鈥檚 entry adds a third major contender at a lower cost, giving US consumers another option in this price bracket. The company鈥檚 move comes as OLED technology becomes more widely adopted across mainstream television lines.
The Pro Series LX availability in October will complete Roku鈥檚 initial OLED push for the year. With the Amazon-exclusive arrangement, the standard Pro Series targets online shoppers, while the LX aims at buyers seeking higher brightness and reduced glare. Both models retain the familiar Roku interface, which may appeal to households already using Roku streaming players or smart TVs.
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