Roku launches smart projectors to corner UK market

Initially launching with partners Aurzen and Sharp, the Roku TV Smart Projectors are to provide users with access to thousands of streaming apps, more than 50 FAST channels, Roku Originals, and free entertainment through The Roku Channel. The projectors also integrate with the broader Roku ecosystem, including the Roku mobile app, its voice controls, and remote functionality.

At the launch event, Richard Halton, Country Manager at Roku UK, commented: “The UK is one of the toughest markets in the world. Every American company comes here first to prove it can succeed outside the US. We’re already the number one TV operating system in the US, Canada, and Mexico [by hours streamed according to research by Hypothesis Group in December 2025]. In some ways, that’s a blessing – and in some ways it’s a curse, because once you dominate those markets, the only real place to grow is internationally.

“The next step for us is the launch of Roku Smart Projectors. These take the same Roku experience – same account, same apps, same interface – and bring it into a portable cinematic projector format you can use around the home or outside in the garden. The idea came from seeing a fragmented projector market, where there were only very expensive high-end projectors, cheap low-quality devices, or clunky setups with separate streaming sticks, multiple remotes, and cables. We wanted to integrate everything into a single, simple experience. We launched in the US in September 2025 and saw fantastic uptake and engagement, which gave us confidence to bring it to the UK.”

Competitive specs

The Sharp H272 and Aurzen D1R both offer a 1080p resolution. However, the Aurzen D1R is brighter, with a maximum brightness of 280 ANSI lumens compared to the Sharp H272’s 200 ANSI lumens. In terms of audio, the Sharp H272 includes two 3W speakers, while the Aurzen D1R comes with more powerful dual 5W speakers. The Sharp H272 supports a larger projection size range of 40 to 120 inches, whereas the Aurzen D1R projects between 40 and 100 inches. Additionally, both models support Dolby Audio for improved sound quality.

The company will begin by rolling out its Aurzen Roku TV Smart Projector from June 2026 on Amazon, while the Sharp Roku TV Smart Projector will be available from June 2026 at Asda, and from July 2026 at Tesco.

Clarifying the motives behind this distribution decision, Halton said: “We’re not targeting the £1,000-plus projector market. At the same time, there are lots of very cheap, low-quality products out there. We see an opportunity in the middle. In terms of the target audience, it’s very mainstream. We’re looking at families, movie nights, students, gaming, and outdoor viewing. One interesting thing from the US is that people use them far more often than expected – not just for occasional movie nights.”

Simplicity, set up

The systems were reportedly intended to simplify setup and optimise picture quality. Therefore, all 1080P Roku TV Smart Projectors automatically handle focus, keystone correction, and orientation. They’re also designed to be lightweight, portable, and leverage Wi-Fi, HDMI, and USB to prioritise streaming experiences.

At the event, Mark Vasey, Director of Product Management at Roku, explained: “If you move the projector, it recalibrates itself automatically. There’s also manual adjustment if needed. The camera system works best up to around 3 metres away, producing images between roughly 100 and 120 inches, but you can go larger manually.

“Alongside this, the projectors feature Bluetooth connectivity for wireless speakers, soundbars, and subwoofers. Further, the Bluetooth headphone mode enables private listening. Finally, each projector includes Apple AirPlay support for streaming music, videos, photos, podcasts, and games from Apple devices."

Tom Price, Content Distribution Director at Roku, noted: “Ultimately, most TVs are similar: a big black rectangle with a nice screen and a thin bezel. What differentiates Roku is the experience. We’re a TV operating system. People don’t necessarily think about operating systems when buying a TV, but it determines how they interact with the product every day. Our philosophy is simplicity and delight. The home screen is designed to be clean and easy to navigate.”

With this in mind, the company will include its personalisation algorithm to help viewers decide what to watch next.

Price declared: “One of the biggest problems now is that there are too many apps. People don’t always know where to go first. That’s why we built features like What to Watch, which aggregates content across platforms. Users can search universally, browse recommendations, and continue watching shows across services. It integrates with Netflix, Disney+, HBO, ITVX, Channel 4, Channel 5, and BBC content. The more you use it, the better the recommendations become."

Delving deeper into the functionality of this recommendation feature, Mark Vasey, Director of Product Management at Roku, tells IBC365: “There’s a lot of machine learning (ML) involved, especially in recommendations. We also do extensive A/B testing and beta testing with users. One major difference with Roku is that we continue updating products for many years. Some Roku devices in the US are over a decade old and still receiving updates. That’s very different from parts of the TV industry where products are effectively abandoned after launch. We’re constantly optimising performance, adding features, updating compatibility, and improving recommendations. The goal is to keep devices useful and customers engaged long-term."

World Cup Football Zone

Launching alongside the projectors is Roku’s Football Zone. With UK broadcast rights for the upcoming series of global games held by the BBC, ITV, and STV, the experience is to bring live matches, highlights, and related content together in one simple, centralised hub on Roku devices. Fans can also stay up to date with a dynamic scoreboard covering all matches, alongside a leaderboard tracking the tournament’s top goal scorers. Built for a streaming-first audience, the Football Zone shows where matches are available across supported apps, so that fans can focus on watching football, not searching for it.

Beyond live coverage, the Football Zone curates a selection of match highlights, as well as football-related films, series, and documentaries, giving fans more ways to engage with both the tournament and the sport.

The Football Zone will be available on all existing and new Roku players, Roku TV models, and Roku Smart Projectors in the UK ahead of the tournament.

Returning to his customer simplicity point above, Price revealed: “This is one of the biggest experiences we’ve built specifically for the UK. In the US, we created sports hubs because sports rights are fragmented across different services. We’ve adapted that concept for the FIFA World Cup with BBC, ITV, and STV. The Football Zone will surface every match, highlight England and Scotland fixtures, include live streams, offer full match replays, and show highlights packages. Due to differing time zones, many matches happen overnight in the UK, so catch-up functionality is important. We’ll also include group tables, Golden Boot tracking, football documentaries, and related content.”

Looking to a future shaped by these releases, Mark Vasey, Director of Product Management at Roku, tells IBC365: “Potentially, projectors could be a big category for Roku. In the US, there’s already a broader lineup with different form factors. Expansion in the UK will depend on manufacturer demand and market response."

Cedric Lejeune, VP of Technology at Unified Pixels, recently explored different light sources like laser and xenon, the rise of multiple dynamic ranges (SDR, EDR, HDR), and how screen types – solid or perforated – impact both image and sound quality in theatres. Discover more here.