Roku has announced its first-ever OLED TVs: the Roku Pro Series OLED TV and Roku Pro Series LX OLED TV.
However, rather than just the panel tech, it's the aggressive pricing that has caught our attention.
Prices start at $999 (around £740/ AU$1389) for the 55-inch Pro Series OLED and $1299 (around £962/ AU$180) for the Pro Series LX OLED.
The Roku Pro Series OLED is available in 55- and 65-inch sizes, and comes with a 120Hz panel with support for Dolby Vision, HDR10+ and HLG. Gaming features include ALLM, VRR, and FreeSync Premium, and it also supports Dolby Atmos.
The step-up Roku Pro Series LX OLED TV adds a 144Hz refresh rate, a Roku Voice Remote Pro, an advanced polariser to cut reflections and "a brighter picture and even wider range of colors".
Both TVs will run on the popular Roku platform. We've found the operating system to be simple to use but a little basic, but the use of adverts, such as automatic startup ads, has proved controversial before.
“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, Retail Strategy, Roku. “We see a clear opportunity to change that equation. With the new Roku Pro Series OLED and LX OLED TVs, we’re removing that cost barrier and making a top-tier viewing experience genuinely accessible.”
Cheap, good OLED TVs have long been elusive. The only other 55-inch OLED TV we've tested around this price was the three-star Toshiba XF9F at £799. If the Pro Series OLED can deliver, it could be the closest thing to an "affordable" OLED around at this size – even the aggressively priced LG B6 is sitting at £899 right now.
The Roku Pro Series OLED is available now in the US at Amazon, with the Pro Series LX releasing in October.
We've reached out to Roku about UK availability and will update this page if we hear back.
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Check out our list of the best streaming devices
As well as the best streaming services for movies and TV
And the best OLED TVs
