Ever since Roku introduced the first Roku TVs in 2014, it has always partnered with TV manufacturers, such as TCL and Hisense, with others added in the years since.
But this year at CES, Roku unveiled its first-ever Roku TVs that are manufactured by Roku itself, confirming rumors that appeared in the media nearly a year ago. The TVs are called the Roku Select and Roku Plus Series, and they’re available in 11 different sizes between 24 and 75 inches, ranging in price between $119 and $999.
“Over the past 20 years, Roku has been instrumental in what is now the mainstream way to enjoy a great television series, a classic movie, or live sports,” Mustafa Ozgen, President, Devices, Roku, said in the announcement.
“Our goal is to continue to create an even better TV experience for everyone. These Roku-branded TVs will not only complement the current lineup of partner-branded Roku TV models, but also allow us to enable future smart TV innovations. The streaming revolution has only just begun.”
Roku, which has its software on nearly a third of the TVs sold in the U.S., will continue to work with other manufacturers. And the company also announced a new Roku TV Wireless Soundbar.
Also, the company announced what it calls a “premium OLED TV reference design” for all of its manufacturing partners.
Insider had reported last February that Roku was considering a plan to make its own TVs, even convening focus groups to show different potential models.
“The analysis has been done. They recognized that owning the last bit of branding made a lot of sense, particularly if you are going into content,” a source told Insider at the time.
Before Roku TVs, the company, which began as a hardware operation within Netflix, was best known for making standalone video players and dongles, which it continues to sell. Roku has also jumped into original content, operating the Roku Channel and even acquiring the remnants of the defunct streaming service Quibi.
Roku recently hired Chris Larson, formerly of TCL and before that Toshiba, as its vice president of retail strategy.