Roku has made its first move into OLED hardware, launching the new Roku Pro Series OLED in the US on 1 September and announcing a higher-spec Pro Series LX OLED that will follow in October.
The standard Roku Pro Series OLED starts at $999 and combines a 4K OLED panel with a 120Hz refresh rate, Dolby Vision, HDR10+, Variable Refresh Rate and AMD FreeSync Premium. The Pro Series LX raises the specification further with 144Hz VRR, a brighter picture, a wider colour range and improved reflection handling, with pricing starting at $1,299.
It is a significant expansion for Roku. Until now, the company’s own premium TV hardware has centred on LCD-based sets, including Mini-LED models. Moving into OLED puts Roku directly into one of the most competitive parts of the television market, alongside established ranges from LG, Samsung and Sony.
Roku Pro Series OLED TV starts at $999
According to Roku’s official launch announcement, the Pro Series OLED is available in the US in 55-inch and 65-inch sizes, with an MSRP starting at $999. Roku says the new Roku-made OLED models are launching exclusively through Amazon in the US.
The headline specification is strong for the price. Roku lists a 4K OLED display with a 120Hz refresh rate, alongside Dolby Vision, HDR10+, HLG, VRR, AMD FreeSync Premium and Auto Low Latency Mode.
Roku’s product specifications also confirm four HDMI 2.1 connections, including one eARC port. That gives the TV useful flexibility for households connecting multiple consoles, a soundbar or AV receiver and other source devices.
For console gaming, the important combination is 4K at up to 120Hz, VRR and FreeSync Premium. An Xbox Series X or PlayStation 5 can take advantage of the high-refresh-rate support, while OLED’s self-emissive pixels should provide the deep blacks and fast response characteristics buyers expect from this display technology.
Pro Series LX pushes Roku to 144Hz
The upcoming Pro Series LX is Roku’s more ambitious OLED model.
Roku says the LX will deliver a brighter picture, a wider colour range and an advanced polariser designed to reduce room reflections. It also increases variable refresh rate support to 144Hz, which should make it particularly interesting for PC gaming where refresh rates above the 120Hz ceiling commonly used by current consoles can be exploited more readily.
The LX will start at $1,299 when it becomes available in October 2026. It also upgrades to Roku’s rechargeable Voice Remote Pro with hands-free voice control and USB-C charging.
Pro Series OLED vs Pro Series LX
| Feature | Roku Pro Series OLED | Roku Pro Series LX OLED |
|---|---|---|
| Display | 4K OLED | 4K OLED |
| Sizes | 55 and 65 inches | 55 and 65 inches |
| Refresh rate | 120Hz | Up to 144Hz VRR |
| HDR | Dolby Vision, HDR10+, HLG | Dolby Vision, HDR10+, HLG |
| Gaming | VRR, FreeSync Premium, ALLM | VRR up to 144Hz, FreeSync Premium, ALLM |
| HDMI | 4 x HDMI 2.1 including eARC | 4 x HDMI 2.1 including eARC |
| Key upgrade | Roku’s entry OLED model | Brighter picture, wider colour range, improved reflection handling |
| Starting price | $999 | $1,299 |
| Availability | US: available now | US: October 2026 |
Roku is expanding in the UK — but its OLED TVs are not confirmed
There is an important regional distinction. Roku’s 1 September announcement is focused on the United States and gives US pricing and availability; it does not announce UK pricing or availability for either of the new Roku-made OLED models. For now, the Pro Series OLED and Pro Series LX should therefore be treated as US hardware rather than an imminent British launch.
Roku is already established in Britain’s television market through partner-manufactured sets. Its UK Roku TV range includes models from brands such as Sharp and JVC, while Panasonic’s 2026 European television line-up marks the first year Panasonic Roku-powered TVs are coming to the UK. The W91C Mini-LED series is specifically listed for Britain with Roku as its smart TV platform.
That makes the direction more interesting for UK buyers. Roku is clearly building its television presence here, but the evidence currently supports platform and partner-brand expansion, not a confirmed launch of Roku’s own Pro Series OLED hardware. The question is whether that growing UK footprint eventually gives Roku a route to bring its own-brand OLED TVs beyond the US — something worth watching, but not something we can treat as announced yet.
Roku is entering a fiercely competitive OLED market
OLED is no longer confined to ultra-premium televisions, and Roku’s $999 starting point reinforces that shift.
We recently looked at the Sony BRAVIA 6 OLED, another model designed to broaden OLED’s reach beyond the very top of a manufacturer’s range. Roku is approaching the same market from a different direction: pairing a comparatively aggressive starting price with the simplicity and familiarity of Roku OS.
For buyers weighing OLED against other premium display technologies, our OLED vs Mini-LED guide explains the practical differences in black levels, brightness, viewing conditions and gaming performance.
Tech Torque Verdict
Roku moving into OLED is more significant than simply adding another television to its catalogue.
The Pro Series OLED brings the core features we would want from a modern gaming and home-entertainment display — 4K/120Hz, Dolby Vision, HDR10+, VRR, FreeSync Premium and four HDMI 2.1 ports — at a starting price that immediately makes the range interesting.
The Pro Series LX then gives Roku somewhere to go above it without abandoning that value-focused positioning, adding 144Hz VRR, greater brightness and better reflection handling.
For now, though, this remains a US hardware launch. There is no reason to assume the Roku-made OLED models are coming to Britain until Roku says so. The more interesting long-term question is whether Roku’s expansion into OLED eventually becomes part of a broader international hardware strategy.
