Roku Enters UK Projector Market with Aurzen Partnership, Integrates Streaming OS

Roku's entry into the UK projector market expands its hardware footprint beyond streaming sticks and smart TVs, aiming to capture a segment seeking larger, more flexible display options. This move could intensify competition in the budget projector space, challenging existing offerings by integrating a familiar and widely adopted streaming OS directly into the projector. The market will be watching adoption rates and how Roku's integrated approach performs against lower-cost, non-smart projectors and more advanced, higher-resolution models from competitors like Samsung.

Roku's May 21, 2026 announcement confirmed the launch of Roku TV Smart Projectors in the UK, marking a new product category for the company in the region (Roku Newsroom, May 2026). While the Aurzen Roku TV Smart Projector is available on Amazon, Roku is also partnering with Sharp for a separate model, the Sharp Roku TV Smart Projector, which will be available at Asda and later Tesco (IBC, May 2026; What Hi-Fi?, May 2026). Richard Halton, Roku UK Country Manager, noted that this expansion aims to address a fragmented projector market by offering a simplified, integrated streaming experience, building on a successful US launch in September 2025 (IBC, May 2026). The projectors, including the Aurzen D1R, are 1080p units with varied brightness levels; the Aurzen D1R offers 280 ANSI lumens compared to Sharp H272's 200 (What Hi-Fi?, May 2026; IBC, May 2026). Roku also announced a 'Football Zone' for its UK devices, including the new projectors, which will centralize World Cup content from BBC, ITV, and STV, offering live matches, highlights, and related programming (Trusted Reviews, May 2026; IBC, May 2026).