Roku Enters High-End Market with Pro Series TVs, Targeting Growth and Premium Viewers

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Roku Inc. (NASDAQ: ROKU), the streaming pioneer, is making a bold move into the high-end television market with the launch of its Pro Series TVs. This marks a significant expansion for Roku, which has primarily focused on streaming devices and software platforms until now.

Key Highlights:

  • Roku launches its first line of high-end TVs, the Pro Series, aiming to capture a share of the premium market.
  • Pro Series TVs boast 4K QLED displays, Mini-LED technology, enhanced audio, and a sleek design.
  • Roku Smart Picture uses AI and machine learning to optimize picture quality for different content types.
  • TVs priced under $1,500 and available in the US in Spring 2024.
  • Move follows Roku’s success in streaming devices and expands its hardware footprint.

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The Pro Series TVs are designed to compete with established players like Samsung and LG in the premium TV segment. They boast an array of features targeted at discerning viewers, including:

  • 4K QLED displays: Delivering vibrant colors and sharp picture quality.
  • Mini-LED technology: Enabling precise local dimming for deeper blacks and higher contrast ratios.
  • Enhanced audio: Featuring Dolby Atmos support for immersive surround sound.
  • Sleek design: With a minimalist aesthetic and the ability to rest flat against the wall.

Roku Smart Picture adds another layer of intelligence to the viewing experience. This AI-powered feature analyzes the type of content on the screen and automatically adjusts picture settings for optimal performance, whether you’re watching a movie, sports, or a TV show.

The Pro Series TVs will be available in three sizes: 55″, 65″, and 75″. Pricing details remain undisclosed, but Roku confirmed they will be priced under $1,500. The TVs will be available for purchase in the United States starting in Spring 2024.

Roku’s foray into the high-end TV market is a strategic move with several potential benefits:

  • Increased revenue potential: Premium TVs command higher margins compared to streaming devices, offering Roku a new avenue for growth.
  • Brand image boost: Entering the premium segment elevates Roku’s brand perception and positions it as a major player in the home entertainment landscape.
  • Enhanced ecosystem: The Pro Series TVs will seamlessly integrate with Roku’s existing streaming platform and smart home devices, creating a more comprehensive connected entertainment experience.

However, Roku faces challenges in this competitive market. Established brands have strong loyal customer bases and advanced technologies. Additionally, the success of the Pro Series TVs will depend on consumer reception and whether Roku can deliver on its promises of exceptional picture quality and value.

Despite the challenges, Roku’s entry into the high-end TV market is a significant development in the streaming and television industries. It marks a new chapter for Roku and could reshape the landscape of connected entertainment.


About the author


Jamie Davidson

Jamie Davidson is the Marketing Communications Manager for Vast Conference, a meeting solution providing HD-audio, video conferencing with screen sharing, and a mobile app to easily and reliably get work done."