Roku announced its latest 65‑inch Pro Series 4K OLED television during Amazon Prime Day, slashing the price by 33% and making it $500 cheaper than the comparable LG B6 model. The move comes as Roku seeks to capture a larger share of the premium TV market while offering a compelling alternative to established brands.
The new model builds on Roku’s existing Pro OLED lineup, featuring a 4K HDR panel, a dedicated Roku TV interface, and a suite of smart home integrations. According to the company, the price cut was driven by recent supply chain improvements and a strategic push to attract budget‑conscious consumers who still desire high‑end picture quality. The TV was released on October 6, 2026, and is available for purchase on Amazon’s Prime Day sales event.
Roku’s Pro OLED competes directly with premium offerings from LG, Sony, and Samsung. While the LG B6 is known for its deep blacks and color accuracy, Roku’s version matches many of those specifications at a lower cost. The 65‑inch panel delivers a 4K resolution with HDR10+ support, and the built‑in Roku OS provides access to over 500,000 streaming channels. Reviewers have noted that the TV’s contrast ratio and color gamut are on par with higher‑priced rivals, making it a strong value proposition for consumers who want OLED performance without the premium price tag.
The price reduction also reflects Roku’s confidence in its hardware engineering. The company has spent years refining its OLED panel supply chain, securing better manufacturing agreements that reduce component costs. As a result, the 65‑inch Pro OLED can be sold at a lower price while maintaining margins, a strategy that has paid off during the recent Prime Day sales.
The question remains whether Roku can sustain lower prices without compromising on quality. Analysts suggest that the current discount is a one‑time event tied to Prime Day, and that future models may revert to higher price points as the company rebalances its supply chain. However, Roku’s focus on affordability could signal a longer‑term shift toward accessible premium TVs, especially as consumers become more price‑sensitive in a post‑pandemic market.
The company’s marketing team highlighted the TV’s „unmatched value” during the launch, but independent reviewers noted that while the picture quality is excellent, the sound system remains basic compared to competitors. Some users may need to invest in an external speaker system for a complete home theater experience. Despite this, the overall package remains attractive for households looking to upgrade their viewing setup without breaking the bank.
Roku’s aggressive pricing could pressure other manufacturers to reconsider their own price points. If the 65‑inch Pro OLED continues to sell well, it may force rivals to offer similar discounts or enhance their feature sets to stay competitive. The move also underscores a broader trend toward democratizing high‑end TV features, making advanced display technology accessible to a wider audience.
Consumers who purchase the Roku Pro OLED during Prime Day will likely enjoy a high‑quality viewing experience for a fraction of the cost of traditional OLED models. As the market evolves, Roku’s strategy may set a new benchmark for value in the premium television segment, potentially reshaping how brands approach pricing and feature differentiation.
What sets Roku’s Pro OLED apart from other 65‑inch OLED TVs? It offers comparable picture quality, including 4K HDR10+ and deep blacks, while running Roku’s proprietary OS with access to thousands of streaming channels. The price is significantly lower than many competitors.
Will the price remain low after Prime Day? The 33% discount is tied to the Prime Day event. Future pricing may rise as Roku adjusts to market demand and supply chain dynamics, but the company may maintain a competitive price point for this model.
Do I need additional audio equipment? The built‑in speakers provide basic sound, but for a full home‑theater experience, many users opt for external speakers or a soundbar. The TV’s HDMI ARC and eARC support make it easy to connect external audio systems.