Advanced Television

Roku: $40 4K player

September 25, 2018

Streaming platform and device specialist Roku is expanding its streaming player lineup with the addition of two new devices – the new Roku Premiere and the new Roku Premiere+. The Roku Premiere ($39.99 [€33.06] MSRP) and Roku Premiere+ ($49.99 MSRP) offer picture quality in HD, 4K Ultra HD or 4K HDR. The company also announced updates to its ultimate streaming player, the Roku Ultra, which now features premium JBL headphones yet remains at the same price of $99.99 MSRP.

“Roku Premiere and Roku Premiere+ are the easiest and most affordable way to stream in outstanding picture quality,” said Lloyd Klarke, director of product management, Roku. “Tens of millions of 4K TVs will be sold this year; we’re seeing more content, even live sports, produced and streamed in 4K and HDR as each week goes by. At under $40, the new Roku Premiere is our lowest-priced 4K streaming player ever, and it’s going to give consumers the best picture quality their TV can handle. It is great for HDTV today and even better if they decide to get a 4K TV tomorrow.”

The Roku Premiere is now available for pre-order at and, along with the Roku Ultra, will be available at all major US retailers beginning in early October. The Roku Premiere+ will be available exclusively at Walmart and in early October.

Separately, Roku announced Roku OS 8.2, a software update for Roku TVs that enables new features for seamless compatibility with upcoming Roku TV Wireless Speakers; and Roku OS 9, a new software release with a variety of enhancements to give Roku customers new easy ways to search and control their entertainment experience. Roku will soon enable the ability to use Google Assistant devices to control Roku streaming devices. In addition, premium music services Spotify and Pandora Premium support are coming to Roku devices.

“As we broaden the Roku ecosystem allowing consumers to add new devices to their Home Entertainment Networks, we are in a unique position that is unlike any other TV streaming platform,” said Ilya Asnis, senior vice president of Roku OS at Roku. “Our single operating system running across Roku TVs and Roku TV Wireless Speakers give us the ability to innovate how consumers experience audio and entertainment in their homes.”

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