Roku’s first OLED TVs undercut the midrange competition
Roku has entered the OLED TV market with its new Pro Series and Pro Series LX models. These TVs feature high-end gaming specifications and are positioned as competitive, midrange alternatives to established brands like LG and Samsung.
Why it matters
Roku's expansion into hardware manufacturing signals a shift in its business model to compete directly with premium TV manufacturers while leveraging its dominant software platform.
Just a few weeks ago the only midrange OLED options available were from LG and Samsung. But after Sony officially announced the Bravia 6 last week, Roku has now launched its first-ever OLED TV — the Roku Pro Series — which will be followed by the step-up Pro Series LX next month.
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