Roku unveiled its Roku Select and Roku Plus Series TVs Wednesday, the first TVs to be designed and made by the company. 

The company will make 11 models, ranging from 24” to 75”,  which will feature Roku’s operating system, as well as a new Roku TV Wireless Soundbar.  The sets will be available in the U.S. starting in spring 2023. 

This is the first time Roku is making its own sets, but the company has existing TV sets made in partnership with other manufacturers, as well as its traditional hardware of Roku streaming sticks and boxes. 

“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,” said Mustafa Ozgen, president, devices, Roku. “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.”

It comes as Roku faces a difficult environment for other aspects of its business. The company’s advertising business has been particularly challenged amid a downturn in spending, and it warned that its ad budgets were expected to be under pressure throughout the holiday season. In November, Roku said it planned to cut 200 jobs, or 5 percent of its workforce, in a move to “slow down the company’s 2023 operating expense growth rate due to current economic conditions.”