Pricing and shipping windows differ by tier:

• Pro Series OLED (standard): 55 inches for $999, shipping now. The Verge reports a 65-inch version exists too, though Roku hasn't published a price for it.
• Pro Series LX OLED: The Verge lists 55 inches at $1,299 and 65 inches at $1,599, both arriving in October. Engadget's coverage describes the LX's size as still undetermined at that $1,299 starting price. PCMag's report aligns with The Verge on price, citing $1,299 for the 55-inch LX.
• Both tiers sell exclusively through Amazon for 2026, according to Engadget.

The Roku Pro Series LX OLED price of $1,299 is consistent across all three outlets. The sizing that comes with it is not, and that discrepancy resurfaces below.

Roku's 2025 Pro Series ran Mini-LED backlighting with QLED color, the company's previous top-tier panel technology, and Roku said that generation delivered 75% higher dynamic contrast than the model before it, per Roku's announcement. The new Pro Series OLED and LX OLED replace that Mini-LED approach with OLED panels, the company's first, according to PCMag. Measured brightness, color accuracy, and HDR tone mapping for the new panels haven't been reported yet.

At $999, the 55-inch Roku OLED TV undercuts the 55-inch LG Evo C6 by $600 against list price, PCMag calculates. Against the C6's usual discounted price of $1,300, the gap narrows to $300. PCMag had previously called that $1,300 price the most affordable OLED it had tested.

The Roku set also beats the step-down LG B6E by $300, though PCMag notes it hasn't tested that particular model, per its report. Even the pricier LX, at $1,299, only matches what the discounted C6 already costs, putting the LX closer to LG's midrange set than to LG's flagship Evo G6.

Flagship OLEDs sit well above both. The Samsung S95H and LG Evo G6 run over $2,000 at 55 inches, nearly triple Roku's entry price, PCMag notes. Those two sets also reach more than 1,500 nits at an 18% white window and exceed 2,200 nits at a 10% window. The C6 passes 1,000 nits generally and tops 1,500 nits at a 10% window, per the same PCMag figures. Roku hasn't published comparable brightness numbers for either of its OLEDs. The comparison here is limited to the LG and Samsung models PCMag named, not a survey of the whole OLED market, but Roku undercuts each of them by a wide margin on price.

The Roku Pro Series LX OLED price of $1,299 buys a handful of confirmed upgrades over the standard model, plus a couple of claims still waiting on outside verification. One detail stays unsettled: The Verge reports the LX ships in both 55- and 65-inch sizes, at $1,299 and $1,599, while Engadget says Roku hadn't finalized sizing details at launch. The table below reflects The Verge's numbers, with that caveat attached.

The standard model runs a 4K 120Hz panel with four HDMI 2.1 ports, Dolby Vision, and HDR10+, along with VRR, ALLM, and AMD FreeSync Premium, The Verge reports. It ships with the Roku Voice Remote, a backlit, battery-powered unit, plus an on-TV remote finder button, Engadget notes.

The LX adds a 144Hz refresh rate and a polarizer meant to cut reflections. Roku describes the LX as roughly twice as bright as the standard model, per The Verge, though that figure comes with no disclosed nit measurement or test conditions. Engadget reports Roku wasn't ready to detail further how the LX panel differs from the standard one at launch, per Engadget.

The remote changes too. The LX gets the Roku Voice Remote Pro, a rechargeable unit with hands-free voice control, replacing the standard model's battery-powered remote, according to PCMag.

Both tiers run the same software. All Pro Series software features carry over to the LX OLED, Engadget reports, including Smart Picture Max, which adjusts picture settings automatically on a scene-by-scene basis, and Automatic Game Mode, which detects gaming activity and switches on VRR and FreeSync Premium without manual input.

Tom's Guide has described Roku's operating system as the smart TV platform it recommends to people who typically dislike smart TV platforms, per Tom's Guide. PCMag frames the OLED launch in similar terms, as a possible win for viewers who'd rather not dig through several screens just to start watching something, PCMag writes.

The panel side of the story stays open. PCMag says plainly it won't know how either OLED performs until the sets reach its lab, according to PCMag. Brightness, color accuracy, and HDR tone mapping remain unverified until then.

PCMag says it plans to publish lab results for both models in the coming weeks, according to PCMag. Until those numbers land, the announced prices, availability, and feature lists are the settled parts of this launch. Picture performance is not.

The standard Pro Series OLED ships now. The LX follows in October, with The Verge reporting 55- and 65-inch sizes at $1,299 and $1,599, while Engadget says Roku hadn't finalized the LX's sizing at launch. Either way, whether Roku's OLED debut holds up as a genuine value benchmark, rather than just an attractive number on a spec sheet, depends on what independent testing finds once these panels are actually measured.