Roku just did something it’s never done before: put its own name on an OLED panel. The company launched two new sets, the Roku Pro Series OLED and the step-up Roku Pro Series LX OLED, and the actual news isn’t the display tech itself, OLED’s been around for years, it’s the price Roku’s attaching to it.
The base Roku Pro Series OLED starts at $999.99 for the 55-inch model, with a 65-inch at $1,199.99. That gets you a 4K, 120Hz self-lit OLED panel with Dolby Vision, HDR10+, HLG, and Dolby Atmos, plus Roku’s usual bag of software tricks: Roku Smart Picture Max automatically tunes picture settings based on what’s on screen, so there’s no fiddling around in menus before movie night. On the design side, it’s an ultra-thin profile with a slim metal bezel, an adjustable tool-free stand, and built-in cable straps to keep things tidy behind the TV.
For gamers, it’s a genuinely solid stack for the price: 120Hz refresh rate, FreeSync Premium, and HDMI 2.1 for 4K gaming up to 120fps, plus Automatic Game Mode that detects a connected console and switches picture settings on its own to cut input lag.
Then there’s the LX model, arriving in October at $1,299.99 for 55 inches and $1,599.99 for 65 inches. Roku’s calling it the brand’s most advanced TV yet, with a brighter panel, a wider color range, an upgraded anti-reflective polarizer, and a bump to 144Hz VRR, which matters if you’re gaming on PC and want to push past console frame rate caps. It also ships with the Roku Voice Remote Pro, which adds hands-free voice, backlit buttons, and a rechargeable USB-C battery instead of disposable ones.
Here’s the part worth paying attention to if you follow the TV market at all: this pricing lines up almost exactly with the divide between LG’s B5 and C5 OLED panels, 120Hz on the cheaper tier, 144Hz on the higher one. That doesn’t mean Roku’s TVs are literally B5 and C5 panels in disguise. Roku’s building its own electronics and image processing on top of whatever panel supplier it’s using, but the resemblance is close enough that it’s a reasonable guess Roku is sourcing from the same general tier of LG Display panels that have made budget OLED possible industry-wide over the last couple of years.
Roku’s own VP of retail strategy, Chris Larson, put it plainly: OLED’s spent years locked behind a premium price tag, and the company sees room to close that gap. That’s a fair read of where the market’s been heading anyway. OLED pricing has been sliding for a while, but Roku undercutting its own bigger-name competitors while bundling in its own well-liked smart TV software is a real shot at owning the “affordable OLED” conversation instead of just riding it.
One catch worth flagging before you go add-to-cart: both models are exclusive to Amazon, at least for now. No mention of Best Buy, Walmart, or Roku’s own site carrying them, so if Amazon’s not already home base for your shopping, factor that in.
The Roku Pro Series OLED is available now in 55″ and 65″. The Pro Series LX OLED lands in October. If you’ve been holding out for OLED prices to actually make sense for a normal living room, this is probably the first release this year worth paying attention to.
