Roku is launching its refreshed 2025 Roku-made TV lineup, including new versions of the Roku Select, Plus, and higher-end mini-LED Pro Series. Building on the company’s vertically integrated approach, these Roku-branded TVs combine proprietary software and purpose-built hardware in sizes ranging from 24 to 85 inches.
The company first launched its own branded TV sets a few years ago after years of success with its set-top boxes and licensing its smart TV operating system to other manufacturers. Now, the company appears to be focused on improving its own TV line and making it a viable competitor to top brands on the market.
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Pro Series Introduces Roku’s Most Advanced Image Processing to Date
The updated lineup is designed to enhance performance and ease of use across all tiers. Notably, the 2025 Pro Series introduces Roku’s most advanced image processing engine to date, Smart Picture Max, now capable of over 100 billion operations per frame. The system delivers adaptive scene-by-scene optimization for improved clarity, color, and contrast, aided by a re-engineered Mini-LED backlight and factory-calibrated tone mapping. Roku claims this results in 75% greater dynamic contrast over the previous model.
The Pro Series also includes features such as QLED color, HDR10+ Adaptive, Dolby Vision IQ, AMD FreeSync Premium Pro, and Dolby Atmos audio via side-firing speakers. A new slim wall-mount kit, Bluetooth headphone support, hands-free voice control, and a redesigned remote with USB-C charging and a finder function round out the feature set.
The Roku Plus Series now inherits many of the Pro Series’ enhancements, including Smart Picture Max and Mini-LED backlighting, offering a higher-end experience at a more accessible price point. It also features a new processor and memory architecture, an integrated subwoofer, and improved cable management.
Even the entry-level Select Series sees upgrades in responsiveness and setup, with models up to 85 inches now supporting HDR10+, Dolby Audio, and compatibility with Roku’s wireless surround sound products.
Across all models, the Roku TV OS introduces new content-forward features such as personalized sports highlights, short-form content browsing, and a curated digital art catalog called Backdrops. The TVs also ship with Roku’s latest software, supporting mobile game-time notifications, Daily Trivia, and award badges for content discovery.
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