The competition in the OLED TV segment might grow given the reference designs by Roku

Samsung stayed back from the OLED TV segment for years. But in 2021, it decided to be back in the game. It started off the journey of its return to the OLED TV segment with the release of the S95B QD-OLED TV. However, in 2022, during the CES 2023 event, the tech giant Samsung introduced the second-generation QD-OLED TV with some advanced features. reportedly the new version of QD-OLED TV presents 2,000 nits peak brightness as well as a refresh rate of 144Hz. Besides the innovative and advanced tech, the OLED TV segment is all set to enter the phase of intense competition.

Roku is a media streaming firm. It is known for its hardware and digital media players. During the CES 2023, Roku introduced its own lineup of TVs. This lineup showcased five TV models. The media streaming firm, Roku featured its reference OLED TV designs. These designs are based on highly saturated colors, inky black levels, brilliant contrast, and more. Besides this reference design, the company doesn’t intend to feature its own OLED TVs. However, Roku’s clients like TCL, JVC, Philips, Polk Audio, Sound United, Caixun, Definitive Technology, Walmart, Marantz, and others can license the designs. Given this fact, the media streaming firm Roku won’t have to invest in design, software, and research and development.

Among the smart TV OS market share, Roku OS holds the largest share in the US. If some Chinese brands go with these reference designs, then LG and Samsung could face difficult and challenging times. Clients of Roku are known for releasing affordable and value-for-money TV products. If the upcoming tech is better than LG and Samsung, then most users might switch to such OLED TVs. As the OLED TVs by Samsung and LG are comparatively expensive.

Well, we can observe that the South Korean tech firm is inclined more towards premium TVs for the past many years. It was strategically decided to stay away from the pricing game and challenges in the affordable range. Given this, the tech company comes up with premium Mini-LED-based-TVs and lifestyle TVs like The Frame, The Serif, The Terrace, and The Sero.