By: Dipin Sehdev

Roku has spent the past few years steadily moving beyond its identity as a streaming-platform company and into the TV hardware business. Now it's taking its biggest step yet. The company has launched its first OLED televisions with the Roku Pro Series OLED and higher-end Roku Pro Series LX OLED, bringing self-emissive display technology to Roku's premium TV lineup for the first time.

And the headline number is hard to ignore: $999.99 for a 55-inch OLED TV.

Roku's official product page now lists the standard Pro Series OLED at $999.99 for 55 inches and $1,199.99 for 65 inches. The more advanced Pro Series LX OLED is listed at $1,299.99 for 55 inches and $1,599.99 for 65 inches. That creates a particularly interesting middle ground at 55 inches. The standard Pro gets buyers into OLED for $1,000, while another $300 moves them into the brighter, more advanced LX. And they're launching these TVs in September. With Black Friday less than three months away, Roku's already aggressive pricing means these could end up on a lot of holiday shopping lists if retailers discount them further.

Roku's First OLED TV Starts at $999

The standard Roku Pro Series OLED comes in 55- and 65-inch sizes and combines a 4K OLED panel with a 120Hz refresh rate. OLED is a major change from Roku's previous Pro Series, which used a Mini-LED-backlit QLED LCD panel. Because individual OLED pixels can switch themselves off, the new model can produce true blacks without relying on a local-dimming system. That also brings the viewing-angle advantages associated with OLED, making the Pro OLED potentially attractive for larger living rooms where people aren't always sitting directly in front of the screen.

Roku supports Dolby Vision alongside its Smart Picture Max system, which automatically adjusts picture settings based on what's being watched. Roku's official specifications also confirm Dolby Atmos and HDMI 2.1 support across the new OLED Pro Series.

Gaming hasn't been overlooked either. The Pro Series OLED supports 4K/120Hz, VRR, AMD FreeSync Premium and Automatic Game Mode, allowing the TV to automatically switch into its lower-latency gaming configuration when it detects a console.

Roku Pro Series OLED Specs

Roku has also redesigned the physical television around OLED's thin profile. The upper portion of the display is exceptionally thin, with electronics and connections concentrated toward the lower portion of the chassis.

There is a tradeoff.

The previous Mini-LED Pro Series incorporated Roku's Soundstage Audio design. That system is gone from the OLED models because accommodating it would have required a thicker chassis.

Then There's the Roku Pro Series LX OLED

Roku isn't stopping with a value-oriented OLED. The new Pro Series LX OLED becomes the more advanced option, with Roku promising a brighter picture, wider color range, 144Hz variable refresh rate and an advanced anti-reflective polarizer.

The anti-reflective treatment could be particularly important for people putting an OLED into a bright living room rather than a controlled home theater.

Roku also upgrades the remote. The standard Pro OLED includes a backlit voice remote, while the LX comes with Roku's rechargeable Voice Remote.

Roku confirms both OLED variants retain Dolby Vision, Dolby Atmos, HDMI 2.1 and the Roku OS experience.

Roku Pro OLED vs. Pro LX OLED

Those final prices are notable because early reporting said the LX would merely "start at $1,299" without confirming its size. Roku's current product page now explicitly lists both 55- and 65-inch LX models, at $1,299.99 and $1,599.99 respectively.

The 55-Inch Models Create an Interesting Middle Ground

The 55-inch lineup might be where Roku's strategy becomes most compelling. At $999, the regular Pro Series OLED isn't trying to win a specification battle against every flagship OLED. It's offering the fundamental advantages people associate with OLED, perfect black levels, excellent contrast and wide viewing angles,  alongside 120Hz gaming and Dolby Vision for under $1,000.

Then there's a very clean upsell:

Spend another $300 and the $1,299 LX adds higher brightness, 144Hz VRR, broader color performance and better reflection handling. That's an interesting middle ground for shoppers who want something more sophisticated than an entry-level OLED but don't necessarily want to spend flagship LG, Samsung or Sony money. The standard model could be the aggressive value play, while the LX gives Roku something closer to a premium OLED proposition.

Roku OLED Pricing

The regular Pro Series OLED is available now exclusively through Amazon. The Pro Series LX OLED is scheduled to become available in October 2026, also through Amazon.

Black Friday Could Make Things Very Interesting

The launch prices are already competitive. But the timing could be just as important as the prices themselves.  We're at the beginning of September, with Black Friday and the broader holiday TV sales season quickly approaching. There is no announced Black Friday pricing for either Roku OLED, and it's important not to assume discounts that Roku hasn't confirmed. But televisions are one of the most aggressively promoted Black Friday categories, and Roku's existing TV business already competes heavily on price. For perspective, Roku's outgoing Mini-LED Pro Series is currently being offered well below its original pricing in several sizes. Roku's own TV finder recently showed the 55-inch Mini-LED Pro as low as roughly $500 depending on the listing. If the new OLED models receive even modest holiday discounts, the psychological barriers become interesting very quickly.

A 55-inch OLED meaningfully below $999 is going to get attention.

So would a 65-inch OLED below its already aggressive $1,199 launch price. And perhaps most interesting would be the 55-inch LX. At $1,299, it already creates a relatively affordable path into a brighter, reflection-resistant 144Hz OLED. Any significant Black Friday promotion could make it one of the more interesting value propositions in the OLED market.

Roku Is Moving Upmarket

This also shows just how far Roku's own TV strategy has moved. Roku's previous Pro Series flagship used Mini-LED with quantum dots, 120Hz, Dolby Vision IQ and local dimming. The current generation is now heavily discounted, but it represented Roku's previous ceiling for picture quality. OLED fundamentally changes that positioning. Roku still isn't necessarily chasing the enthusiast who wants exhaustive calibration controls or the most advanced home-theater processing available. Its advantage remains the simplicity and familiarity of Roku OS. But combining that experience with an OLED panel changes the conversation. Someone walking into the holiday season looking for a 55-inch OLED may now see a Roku at $999 alongside considerably more established OLED brands. For many mainstream buyers, the Roku name may actually be more familiar than some television manufacturers because they've been using Roku streaming devices and Roku TVs for years.

The Roku Pro Series OLED is available now in 55 and 65 inches for $999.99 and $1,199.99, respectively. The brighter Pro Series LX OLED arrives in October at $1,299.99 for 55 inches and $1,599.99 for 65 inches. Both are Amazon exclusives. At those prices, Roku has already made its first OLED TVs worth watching. If Black Friday pushes them lower, they're going to be very difficult for holiday TV shoppers to ignore.