Samsung's OLED TVs face challenge from Roku in the US

Samsung, which makes some of the world's best OLED TVs, has a new rival: Roku. Unlike LG, Hisense, Samsung, Sony, and TCL, Roku isn't a traditional TV maker. It has been one of the biggest smart TV platforms in the US, and it sells several TV streamers.

It entered the TV segment in 2023 with cheaper models and followed them up with slightly higher-end models (with Mini LED panels) in 2024. Now, it has entered the OLED segment to challenge the big guns like LG and Samsung.

Roku's first OLED TV (Roku Pro Series OLED) starts at $999 in the US for the 55-inch model, which is quite cheap. In comparison, 55-inch OLED TVs from other brands like LG, Samsung, and Sony start at $1,300. The 65-inch version of the TV costs $1,199.

The Roku Pro Series OLED TV uses a 4K OLED panel with a 120Hz refresh rate, variable refresh rate, AMD FreeSync Premium, HDR, Dolby Vision, and Roku Smart Picture Max.

It has an ultra-thin metal bezel and an adjustable, tool-free stand. The TV comes bundled with a backlit voice remote with customizable buttons, Bluetooth headphone mode, push-to-talk voice control, and a way to find the remote using the TV.

The Roku Pro Series LX OLED TV uses a higher-quality OLED panel with higher brightness, a wider color range, up to a 144Hz variable refresh rate, AMD FreeSync Premium, and an advanced polarizer to reduce glare and reflections.

It ships with Roku's Voice Remote Pro, which has hands-free voice control, backlit buttons, customizable shortcuts, and a rechargeable battery that can be charged using the onboard USB Type-C port.

This TV comes in 55-inch and 65-inch sizes. The 55-inch version is priced at $1,299, while the 65-inch version costs $1,599. Roku has already started selling the Pro Series OLED on Amazon in the US, and the higher-end LX model will be launched on October 22, 2026.

While the Roku Pro Series OLED TV will undercut Samsung's cheapest OLED TV, the Roku Pro Series LX OLED TV will compete with Samsung's S85H OLED TV or last year's S85F.