Roku Launches Its First OLED TVs, With Prices Starting at $999

Roku Inc. introduced its first self-branded smart TVs with organic light emitting diode, or OLED, display technology, which will lend the new models greater contrast and punchier black levels than previous first-party Roku TVs.

The new Roku Pro Series OLED TV and Roku Pro Series LX OLED TV both feature high-refresh screens and have industrial designs with thin bezels, stands that can be adjusted to accommodate soundbars and built-in straps for cable management. The “LX” model has slightly better technical specifications, like a brighter overall picture and a 144 hertz refresh rate compared to 120Hz on the standard Pro Series OLED. Both support Dolby Vision, automatic gaming mode and other features.

Roku’s latest sets will exclusively available from Amazon.com Inc., eschewing the streamer’s numerous physical retail partners. The Roku Pro Series OLED will come in 55-inch and 65-inch sizes for a starting price of $999, while the LX version will ship in October starting at $1,299. Limiting the maximum size to 65 inches could put off some potential buyers — consumers are increasingly seeking out larger sizes — but Roku seems more focused on hitting its desired price point than offering a wide array of choices.

“OLED technology has been locked behind premium price tags, forcing many customers to choose between the display they want or a price that works for them,” said Chris Larson, vice president of retail strategy at Roku, in a statement Tuesday. “We see a clear opportunity to change that equation.”

LG Electronics Inc., Samsung Electronics Co. and Sony Group Corp. largely focus on more premium models, so a more affordable option is likely to be welcomed by consumers. The move to OLED is a significant advancement for Roku’s TV portfolio, which has stuck with more basic LCD technology until now. Like its streaming devices, the self-branded Roku TVs are designed to showcase the company’s easy-to-use software. Last May, the Roku OS home screen underwent its first substantial revamp in years.

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Compared to traditional LCD sets, OLED provides wider viewing angles that maintain optimal picture quality regardless of where you’re sitting in the room. Since each individual pixel is self-illuminated, OLED TVs can deliver perfect blacks on one portion of the screen while showing vivid color and bright highlights in other areas.

Roku’s new products come as the company, which makes the bulk of its revenue from advertising, is in the process of being acquired by Fox Corp., a transaction that was announced in June. The $22 billion deal will combine Fox’s sports, news and entertainment channels, including the popular, ad-supported Tubi service, with Roku’s vast platform, which reaches over 100 million households.