Roku is entering the premium television space with two new OLED models launching in September 2026, aiming to disrupt the dominance of Samsung and LG in the budget OLED segment. The company’s Pro OLED TVs will be available in 55-inch and 65-inch sizes, positioned as high-value alternatives for consumers seeking OLED quality without the flagship price tag. Announced by Roku’s product team, the sets promise deep blacks, vibrant colors, and smart TV integration at a fraction of the cost of competing models.
The new lineup leverages Roku’s established smart TV platform, combining OLED panels with the company’s intuitive interface and extensive app ecosystem. While the picture quality is expected to rival more expensive options, Roku has kept costs down by focusing on core performance rather than premium audio or exotic designs. The 55-inch model starts at $799, with the 65-inch version priced at $1,099 — significantly undercutting similar offerings from Samsung and LG, which often exceed $1,300 for comparable sizes. Industry analysts note that Roku’s pricing strategy could pressure established brands to reconsider their mid-tier OLED pricing.
Roku’s approach centers on delivering strong visual performance while minimizing non-essential features that drive up costs. The TVs omit advanced audio systems like Dolby Atmos in favor of standard speakers, and avoid proprietary processing chips used by competitors to upscale content. Instead, Roku relies on its proven upscaling algorithms and HDR support through its smart TV OS. This allows the company to allocate more budget to the OLED panel itself, which sources indicate is sourced from a third-party manufacturer but tuned to Roku’s specifications. Early reviews suggest the color accuracy and contrast ratios are impressive for the price point, particularly in dark room viewing.
Despite the aggressive pricing, limitations exist that may affect appeal for some buyers. Both models are capped at 65 inches, leaving consumers wanting larger screens — such as 75-inch or 85-inch options — without an OLED choice from Roku this year. The refresh rate is limited to 60 Hz, which may disappoint gamers seeking smoother motion in fast-paced titles. Additionally, while the smart TV interface is praised for simplicity, it lacks some of the granular customization found in rival systems. Still, for movie enthusiasts and casual viewers prioritizing picture quality over size or gaming features, the value proposition is strong.
What sizes are available for Roku’s new OLED TVs? The initial launch includes 55-inch and 65-inch models, with no larger sizes offered at this time.
How do the prices compare to Samsung and LG OLED TVs? Roku’s 55-inch model starts at $799 and the 65-inch at $1,099, which is notably lower than comparable Samsung and LG OLEDs that often start above $1,100 and $1,300 respectively.
Are these TVs suitable for gaming? They support HDR and low input lag but are limited to a 60 Hz refresh rate, making them better suited for casual gaming than competitive or fast-paced titles.