Roku has released its first ever OLED TVs

The announcement introduced two OLED lines – the Pro Series OLED and the Pro Series LX OLED – and placed the entry price at $999, according to Bloomberg. The same day Business Wire issued a press release confirming the “All‑New Pro Series OLED and Pro Series LX OLED TVs.” The rollout marks Roku’s entry into the premium OLED segment, expanding beyond its historic streaming‑device portfolio. Coverage of the launch varies by outlet. Gizmodo frames the move as Roku “going premium” with new OLED TVs, emphasizing the brand’s shift toward higher‑end hardware. Business Wire provides the formal product naming and pricing details.

Bloomberg’s report highlights the $999 starting price and positions the launch within the broader TV market. The Verge simply states that Roku has released its first OLED TVs, echoing the core fact. Technobezz, while not describing an OLED model, reports that a Roku Pro Smart TV 4K QLED Mini‑LED is now selling for $499.99, indicating that Roku is simultaneously expanding its non‑OLED lineup. Roku has built its reputation on streaming platforms and inexpensive TV sets that integrate its software. Entering the OLED space places the company among manufacturers that traditionally command premium price points for deep blacks and high contrast.

The timing aligns with a wider industry pattern where streaming‑service brands introduce their own hardware to capture more of the consumer experience, though coverage does not detail Roku’s prior TV technology history. The $999 entry price situates the new models above Roku’s earlier LED offerings, suggesting a strategic push into a higher‑margin segment. Future coverage should watch for details on availability dates, regional rollout plans, and performance benchmarks, none of which have been disclosed in the current reports. Additional pricing tiers, screen sizes, and feature specifications may be revealed as retailers begin to list the Pro Series OLED and Pro Series LX OLED models.