Roku is expanding its premium TV lineup with its first OLED models, the Roku Pro Series OLED and Roku Pro Series LX OLED, both Amazon exclusives. The Pro Series OLED is available now in 55-inch and 65-inch sizes starting at $999, featuring a 4K 120Hz panel, Dolby Vision, Smart Picture Max, Automatic Game Mode, and a backlit voice remote with customizable shortcuts. The LX OLED model promises a brighter picture, 144Hz variable refresh rate, advanced polarizer to reduce reflections, and a rechargeable Roku Voice Remote, though sizes and full specs are pending; it launches in October 2026 at $1,299.

Both models retain Roku’s premium software from its Mini-LED Pro TVs. While not aimed at hardcore home theater enthusiasts, Roku emphasizes easy navigation and solid performance as a bargain. The company acknowledges its ecosystem ties viewing habits to advertising, a concern that may grow if acquired by Fox, but argues affordability makes the trade-off acceptable for many buyers.