Roku Expands Its Connected-TV Reach With OLED Hardware and Exclusive NWSL Matches

Roku is expanding at two different layers of the connected-TV business: premium hardware and exclusive streaming programming. On September 1, the company moved its branded television lineup into OLED displays, days after the National Women’s Soccer League assigned Roku Sports Channel a free Sunday Night match package. The developments are separate transactions, but both place more consumer activity within Roku’s interface and ad-supported environment.

The Roku Pro Series OLED TV is available nationwide through Amazon in 55-inch and 65-inch sizes. TV Technology reported a manufacturer’s suggested retail price starting at $999, while The Desk listed current prices of $1,000 for the 55-inch set and $1,200 for the 65-inch version. The televisions use 120Hz OLED panels and include Dolby Vision, Roku Smart Picture Max, Automatic Game Mode, FreeSync Premium, variable refresh rate, an enhanced voice remote and an on-TV remote finder.[1][2]

Roku plans to add the higher-end Roku Pro Series LX OLED TV in October 2026 at a starting MSRP of $1,299. The LX increases variable refresh rate to 144Hz, adds a polarizer intended to reduce room reflections and comes with the rechargeable Roku Voice Remote Pro, featuring backlit buttons, hands-free voice control, customizable shortcuts and USB-C charging.[1][2] Chris Larson, Roku’s vice president of retail strategy, said the company wants to make OLED technology available without the premium prices that have forced some consumers to compromise on display choice.[1]

Roku’s programming expansion began August 30, when Roku Sports Channel became the exclusive streaming home for the first of eight NWSL Sunday Night matches scheduled through October 25. The package is set to grow to 25 matches in 2027, with one Sunday Night game planned for every week of that season; the complete 2027 schedule had not been announced.[3]

The matches require no subscription and are available through The Roku Channel on Roku players and TVs, TheRokuChannel.com, iOS and Android devices, Amazon Fire TV, Samsung TVs, Google TVs and other Android TV OS devices. Roku users can also find games through Sports Zone and NWSL Zone. IMG supported the NWSL’s negotiations.[3]

ConsumerEXP analysis: The OLED launch can put Roku OS in higher-priced households, while exclusive NWSL matches can generate repeat visits and advertising inventory. Together, the initiatives illustrate how Roku can combine device retailing, content discovery and free ad-supported streaming without claiming that hardware sales directly result from the sports agreement.