Roku has launched its first OLED TV, the Pro Series, offering a lower-priced option than Sony, LG and Samsung’s mid-range models. The Sony Bravia 6 was announced last week. The Roku Pro Series includes a 120Hz panel, four HDMI 2.1 ports, Dolby Vision and HDR10 Plus support, an automatic low-latency mode, FreeSync Premium and VRR for gaming. It also comes with a backlit remote and a TV button that helps locate the remote when it goes missing. The Pro Series LX, launching in October, will be approximately twice as bright as the standard model and will offer 144Hz VRR and a glare-reducing polarizer. Both series use the Roku operating system. In 2026, the Amazon-exclusive Pro Series will be available in 55- and 65-inch sizes, starting at $999; LX prices will be $1,299 and $1,599.
Why it matters
Roku’s entry into the OLED TV market creates a new line of competition against Sony, LG and Samsung’s mid-range options in this segment. This could expand the choices available particularly to users who want gaming-focused features and the Roku operating system together. The differences in brightness, refresh rate and glare reduction between the Pro Series and LX create distinctions within the same product family based on usage priorities. However, the plan to sell the products exclusively through Amazon in 2026 could limit the scope of access to them; moreover, the comparison with the Sony Bravia 6 requires external verification, calling for caution when assessing the pricing position.
Background
OLED is not a new name in the FikirPilot archive: we have published 2 news reports mentioning this name in the last 90 days; the latest is dated August 31, 2026.