Roku, better known for its streaming players, has released the first OLED TVs to carry its own name. The 55-inch model starts at 999 USD (about 156,000 yen), and a higher-end Pro Series LX OLED follows in October at 1,299 USD (about 203,000 yen). Both are sold exclusively through Amazon.

An OLED set that starts at 999 USD

The two new models are the Roku Pro Series OLED TV and the Roku Pro Series LX OLED TV. Roku had previously topped its lineup with mini-LED backlit Pro Series sets, so this is the first time the company has swapped in an OLED panel.

The standard Pro Series OLED comes in 55-inch and 65-inch sizes, with an MSRP starting at 999 USD for the 55-inch. It is already on sale through Amazon in the United States. Chris Larson, Vice President of Retail Strategy at Roku, said OLED has been locked behind premium price tags, forcing buyers to choose between the picture quality they want and a price they can live with. Removing that trade-off is the point of the new lineup.

The panel runs at 4K resolution and 120Hz, with Dolby Vision support. Picture tuning is handled by Roku Smart Picture Max, which adjusts settings automatically based on what is on screen, so there is no need to dig through menus. Roku also highlights ultra-wide viewing angles, meaning the image holds up from seats well off center.

The LX OLED adds 144Hz and a reflection-cutting polarizer

The Pro Series LX OLED, arriving in October, is what Roku calls its most advanced TV yet. Four things separate it from the standard model: higher brightness, a wider color range, a 144Hz variable refresh rate (VRR), and an advanced polarizer that cuts room reflections.

Reflections from lamps and windows are a familiar complaint with OLED in bright rooms, and the improved polarizer targets exactly that. The 144Hz figure is aimed at gaming and PC use, a step up from the 120Hz of the standard model.

The bundled remote differs too. The standard model ships with a voice remote that has backlit buttons and customizable shortcuts, while the LX OLED comes with the Roku Voice Remote Pro, adding hands-free voice control and a rechargeable battery with USB-C. Roku has not yet disclosed the screen sizes for the LX OLED. For now, only the 1,299 USD price has been announced.

Attention paid to setup and everyday use

Where Roku's character shows most is not in panel specs but in installation and daily handling. The chassis uses a thin metal bezel, and the stand can be adjusted without tools, letting owners match the width of a media console or clear the height of a soundbar. Cable straps are built in from the start.

On the audio side, Headphone Mode lets you pair Bluetooth headphones directly for private listening during movies or sports. Voice control is push-to-talk, so the microphone only listens when you press the button. There is also a remote finder button on the TV itself for tracking down a misplaced remote.

Connect a console and Automatic Game Mode kicks in, detecting gameplay and enabling variable refresh rate along with AMD FreeSync Premium. It removes the routine of opening the settings screen every time the input changes.

Where Roku sits as cheap OLED spreads

Citing a December 2025 Hypothesis Group study, Roku describes itself as the largest TV streaming platform in the United States, Canada, and Mexico by hours streamed. The company came late to selling TV hardware, but owning the operating system and the advertising and subscription layers gives it room to move on price.

The flip side is that choosing a Roku-made TV means accepting that viewing data is handled on the company's platform. The 999 USD figure is best read as a number that already accounts for that. These are not sets aimed at dedicated home theater enthusiasts, but the goal of pairing OLED black levels with an easy interface at a reasonable price is clear enough.

No availability has been announced for Japan. Roku-made TVs are sold mainly through Amazon in the United States, and these two models were announced for the US market.

Summary

Roku has introduced its first in-house OLED TVs: the Pro Series OLED starting at 999 USD for the 55-inch, and the brighter, 144Hz Pro Series LX OLED. The standard model is 4K at 120Hz with Dolby Vision, and the higher-end version arrives in October at 1,299 USD. Tool-free stands and an on-TV remote finder show where Roku puts its effort beyond picture quality. How much presence it can build while OLED prices keep falling will become clear once reviews of retail units appear.

※1 USD = 156 JPY (as of September 6, 2026)