Roku launches its first OLED TVs, Pro Series OLED and Pro Series LX OLED, starting at $999; LX model with 144Hz refresh rate arrives in October for $1,299

Roku Inc. has unveiled its first OLED TVs, the Pro Series OLED and Pro Series LX OLED, aiming to make premium display technology more accessible. The Pro Series OLED starts at $999 and is available in 55-inch and 65-inch sizes, while the LX model, priced at $1,299, will launch in October 2026.¹²³⁵⁶⁷

The new models feature advanced specifications, including a 144Hz variable refresh rate for the LX model, which enhances gaming and viewing experiences. Roku's Vice President, Chris Larson, stated, “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.” He emphasized the company's goal to “remove that cost barrier” and provide a top-tier viewing experience.

Both models support Dolby Vision and come with features like automatic gaming mode and Smart Picture Max for optimal settings. The Pro Series OLED boasts a sleek design with thin bezels and adjustable stands for soundbars, while the LX model promises a brighter picture and improved color range.

Roku's shift from affordable QLED TVs to OLED reflects its commitment to enhancing user experience with deeper blacks and superior contrast. The Pro Series OLED is available now, while the LX model will be sold exclusively on Amazon, marking a significant step in Roku's product evolution.