There’s a new OLED TV in town, according to Roku, that’s been facilitated through a recent partnership with the electronics company Philips that will see the Roku platform added to the new Philips OLED Roku TV. Additionally, through another recently announced partnership with Skyworth related to Philips’ branding rights in U.S., the new OLED TV with the Roku operating system could be running on Skyworth hardware.
Utilizing a a sleek stand and three-sided borderless display, the new Philips OLED Roku TV is a $1,299 MSRP 65-inches model that delivers 4K UHD images. The new TV also supports a 120Hz native refresh rate and AMD FreeSync Premium support, ensuring smooth, fluid gameplay to support fast-paced gaming action. Dolby Vision IQ HDR (high dynamic range) is also supported, which allows the TV to dynamically adjust and optimize picture settings based on the room’s lighting for the best viewing experience.
The global electronics companies emphasize that because the TV’s inclusion of the Roku homeowners benefit from the brand’s smart TV operating system that offers full streaming media capabilities, as well as options for a voice control remote to support the search and playback of content on the TV. The device will also feature Backdrops, Roku’s iteration of an “art mode,” where the TV will go into standby and display select images, like other products on the market such as Samsung’s The Frame line of products, in addition to being able to integrate with Roku Smart Home devices that include Roku surveillance cameras.
While Roku continues to partner with third-party manufacturers to have the Roku smart TV OS included in their products, the company has also proceeded to grow out its own branded set of TVs, with the Roku Pro Series being made available to U.S. markets in April 2024.
The recent announcement of the Philips Roku OLED marks only the second OLED TV to use Roku OS, with the only other available being the Sharp Roku TV, which is also 65-inches in size with a higher MSRP of $2,499. The lower price point of the Philips model would set it in the category of more affordable OLED TVs, which have been growing pretty popular among TV watchers.
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According to some recent research from Counterpoint, while Samsung still remains the top dog among home entertainment enthusiasts, budget competitors like TCL, Hisense, and SKYWORTH, have been gradually eating away at the brand’s market share. In a recent upset, TCL has overtaken LG for market share on premium TVs, with the current lineup of top brands being Samsung, TCL, LG, and Hisense, in that order.
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