> ## Content Index > Fetch the complete content index at: https://bytevyte.com/llms.txt > Use this file to discover other available public pages before exploring further. # Roku OLED TV lineup opens at $999, undercutting LG, Samsung and Sony midrange sets - URL: https://bytevyte.com/roku-oled-tv-lineup-opens-at-999-undercutting-lg-samsung-and-sony-midrange-sets/ - Published: 2026-09-03T14:35:07.000Z - Updated: 2026-09-03T14:35:07.000Z - Description: Roku OLED TV lineup: Pro Series starts at $999 on Amazon now, LX from $1,299 in October. Compare with LG, Samsung and Sony OLEDs. - Author: Bytevyte Editorial - Tags: quick-beats, #trending-en Roku began selling OLED televisions under its own brand on September 1\. The Pro Series OLED is available now in a 55-inch size at $999.99 and a 65-inch size at $1,199.99, sold only through Amazon. The Pro Series LX OLED follows in October at $1,299 for 55 inches and $1,599 for 65 inches. The entry price undercuts the OLED starting prices LG, Samsung and Sony currently offer in the US. The Pro Series OLED and the Pro Series LX OLED are the first Roku-branded televisions built around OLED panels. Roku's earlier Pro TVs used LCD screens with QLED and Mini-LED backlighting. ## How the new Roku OLED TV pricing compares LG's B6E OLED lists at $1,299, about $300 more than Roku's base model. Samsung's entry-level S85 OLED starts at $1,499, about $500 more. Sony introduced its Bravia 6 midrange OLED just before Roku's lineup, and the three established brands generally place their 55-inch OLED prices at $1,300 or higher in the US. Roku's two tiers are separated by panel performance, not screen size. The arrangement gives Roku both a $999.99 headline model and models that compete directly in the $1,300-plus midrange band. | Model | Screen size | Price | Availability | | ----------------------- | ----------- | --------- | ---------------- | | Roku Pro Series OLED | 55 inches | $999.99 | Now, Amazon only | | Roku Pro Series OLED | 65 inches | $1,199.99 | Now, Amazon only | | Roku Pro Series LX OLED | 55 inches | $1,299 | October 2026 | | Roku Pro Series LX OLED | 65 inches | $1,599 | October 2026 | Amazon holds exclusive US retail rights to both series through 2026\. Buyers have a single channel, and Roku gets a storefront that already sells its streaming players and Roku-powered TVs. Roku's timing adds another challenger to an OLED midrange that had only two established sellers until recently. LG and Samsung were that pair; Sony introduced the Bravia 6, and Roku has now followed below their prices, moving OLED competition from premium territory into the $1,000-to-$1,600 range. Roku made its name with streaming players and a smart-TV operating system used by other manufacturers. Its home-brand TV line grew through LCD models, and the economics of the new OLED pricing reflect the platform's recurring revenue from advertising and subscriptions. The operating system remains central to the appeal. These sets run the same interface that has made Roku a default smart-TV choice for many buyers. Both models include a backlit voice remote, and a remote-finder control on the TV makes a lost handset chime. ## What the two OLED models include Both series use 4K OLED panels with 120Hz refresh, Dolby Vision, HDR10+ and HLG compatibility, and Dolby Atmos audio. The Pro Series OLED has four HDMI 2.1 inputs, one with eARC, plus USB-C, USB-A, an optical output and a cable or antenna jack. Wi-Fi 5 handles networking on the base model; the LX uses Wi-Fi 6. OLED lighting is the main hardware change for Roku's own TV line. Per-pixel control produces the deep blacks and contrast that QLED and Mini-LED LCD panels cannot fully match, and Roku's Smart Picture Max calibrates the image automatically. The same per-pixel control helps Dolby Vision and HDR10+ hold near-black detail in dark scenes without limiting bright areas. Gaming features target current consoles. An automatic low-latency mode, AMD FreeSync Premium and VRR deliver low-latency play without extra setup, and the 120Hz refresh rate matches the output of modern game systems. The base model's specifications include more high-end features than its price suggests. Four HDMI 2.1 inputs, 120Hz refresh, VRR and FreeSync support are uncommon on OLEDs in this price range, and Roku's $999.99 set undercuts the beginning prices of LG and Samsung OLED lines. The LX version goes further with a 144Hz VRR mode, roughly twice the base model's brightness, wider color coverage and an anti-reflective polarizer. It ships with the Voice Remote Pro, which adds hands-free voice control and a rechargeable battery. Roku has not disclosed peak brightness numbers, describing the LX panel only as about twice as bright. Design elements carry over from the existing Pro family, including thin bezels, stands that can make room for a soundbar and built-in cable management straps. For most households, the choice comes down to room brightness and refresh-rate needs. The base model covers typical viewing and 120Hz console gaming for just under $1,000, something LG, Samsung and Sony do not currently offer. The LX is for bright rooms and buyers who can take advantage of 144Hz VRR, with a $299 premium over the 55-inch base set and an October release date. Amazon's exclusive retail arrangement also means neither model will be on display in stores for the rest of 2026. ## Why this matters The Roku OLED TV lineup gives US shoppers a cheaper route into OLED than LG, Samsung or Sony currently offer, with gaming and HDMI features that these brands often reserve for higher tiers. The trade-offs are an ad-supported operating system and an Amazon-only sales channel for the rest of 2026\. When the LX ships in October, its $1,299 starting price will show whether Roku can hold that pricing advantage against the Bravia 6 and the next midrange OLEDs from LG and Samsung. ## Related Articles - [Lenovo Legion R9000P Brings Inkjet-Printed OLED to the Mass Market](https://bytevyte.com/lenovo-legion-r9000p-brings-inkjet-printed-oled-to-the-mass-market/) - [Hisense Debuts UR9 Series TVs Featuring Filter-Free True RGB MiniLED Technology](https://www.bytevyte.com/hisense-debuts-ur9-series-tvs-featuring-filter-free-true-rgb-miniled-technology/?ref=bytevyte.com) - [Samsung Unveils Massive 130-Inch Micro RGB TV for Premium Home Cinemas](https://bytevyte.com/samsung-unveils-massive-130-inch-micro-rgb-tv-for-premium-home-cinemas/) ✔Human Verified --- *Researched and cross-referenced against primary sources by the Bytevyte editorial team. This article was generated with the assistance of artificial intelligence and reviewed by the Bytevyte editorial team.*