Roku Launches Its First OLED TVs, Starting at $999

Roku introduced its first-ever OLED televisions on September 1, entering a segment long dominated by Samsung and LG with a lower starting price.

The Roku Pro Series OLED TV starts at $999 for a 55-inch model, with a 65-inch version also available. Both are sold exclusively through Amazon and are available immediately. The TV features a 4K OLED panel with a 120Hz refresh rate, Dolby Vision support, and Automatic Game Mode, which detects when a game is running and enables variable refresh rate automatically.

A second, more advanced model, the Roku Pro Series LX OLED, will launch in October starting at $1,299. Roku describes it as its most advanced television yet, with a brighter panel, a wider color range, a 144Hz variable refresh rate and an anti-reflective coating designed to cut glare in bright rooms.

Both televisions run Roku's own smart TV software and include the company's Smart Picture Max feature, which automatically adjusts picture settings without requiring manual calibration. The Pro Series LX ships with a rechargeable remote, while the standard Pro Series includes a battery-powered voice remote.

By pricing its entry-level OLED at $999, Roku is undercutting comparable OLED models from Samsung and LG, aiming to make OLED picture quality more accessible to budget-conscious buyers while keeping customers inside its own software ecosystem.