diff --git a/homeassistant/components/webostv/__init__.py b/homeassistant/components/webostv/__init__.py
index 7852ca568a0..6e960ceb143 100644
--- a/homeassistant/components/webostv/__init__.py
+++ b/homeassistant/components/webostv/__init__.py
@@ -18,6 +18,7 @@ from homeassistant.const import (
     EVENT_HOMEASSISTANT_STOP,
 )
 from homeassistant.core import Event, HomeAssistant, ServiceCall
+from homeassistant.exceptions import ConfigEntryAuthFailed
 from homeassistant.helpers import config_validation as cv, discovery
 from homeassistant.helpers.dispatcher import async_dispatcher_send
 from homeassistant.helpers.typing import ConfigType
@@ -77,8 +78,15 @@ async def async_setup_entry(hass: HomeAssistant, entry: ConfigEntry) -> bool:
 
     # Attempt a connection, but fail gracefully if tv is off for example.
     client = WebOsClient(host, key)
-    with suppress(*WEBOSTV_EXCEPTIONS, WebOsTvPairError):
-        await client.connect()
+    with suppress(*WEBOSTV_EXCEPTIONS):
+        try:
+            await client.connect()
+        except WebOsTvPairError as err:
+            raise ConfigEntryAuthFailed(err) from err
+
+    # If pairing request accepted there will be no error
+    # Update the stored key without triggering reauth
+    update_client_key(hass, entry, client)
 
     async def async_service_handler(service: ServiceCall) -> None:
         method = SERVICE_TO_METHOD[service.service]
@@ -141,6 +149,19 @@ async def async_control_connect(host: str, key: str | None) -> WebOsClient:
     return client
 
 
+def update_client_key(
+    hass: HomeAssistant, entry: ConfigEntry, client: WebOsClient
+) -> None:
+    """Check and update stored client key if key has changed."""
+    host = entry.data[CONF_HOST]
+    key = entry.data[CONF_CLIENT_SECRET]
+
+    if client.client_key != key:
+        _LOGGER.debug("Updating client key for host %s", host)
+        data = {CONF_HOST: host, CONF_CLIENT_SECRET: client.client_key}
+        hass.config_entries.async_update_entry(entry, data=data)
+
+
 async def async_unload_entry(hass: HomeAssistant, entry: ConfigEntry) -> bool:
     """Unload a config entry."""
     unload_ok = await hass.config_entries.async_unload_platforms(entry, PLATFORMS)
diff --git a/homeassistant/components/webostv/config_flow.py b/homeassistant/components/webostv/config_flow.py
index ebf032498fa..1669e5a4c89 100644
--- a/homeassistant/components/webostv/config_flow.py
+++ b/homeassistant/components/webostv/config_flow.py
@@ -1,6 +1,7 @@
 """Config flow to configure webostv component."""
 from __future__ import annotations
 
+from collections.abc import Mapping
 import logging
 from typing import Any
 from urllib.parse import urlparse
@@ -8,14 +9,14 @@ from urllib.parse import urlparse
 from aiowebostv import WebOsTvPairError
 import voluptuous as vol
 
-from homeassistant import config_entries, data_entry_flow
 from homeassistant.components import ssdp
+from homeassistant.config_entries import ConfigEntry, ConfigFlow, OptionsFlow
 from homeassistant.const import CONF_CLIENT_SECRET, CONF_HOST, CONF_NAME
 from homeassistant.core import callback
-from homeassistant.data_entry_flow import FlowResult
+from homeassistant.data_entry_flow import AbortFlow, FlowResult
 from homeassistant.helpers import config_validation as cv
 
-from . import async_control_connect
+from . import async_control_connect, update_client_key
 from .const import CONF_SOURCES, DEFAULT_NAME, DOMAIN, WEBOSTV_EXCEPTIONS
 from .helpers import async_get_sources
 
@@ -30,7 +31,7 @@ DATA_SCHEMA = vol.Schema(
 _LOGGER = logging.getLogger(__name__)
 
 
-class FlowHandler(config_entries.ConfigFlow, domain=DOMAIN):
+class FlowHandler(ConfigFlow, domain=DOMAIN):
     """WebosTV configuration flow."""
 
     VERSION = 1
@@ -40,12 +41,11 @@ class FlowHandler(config_entries.ConfigFlow, domain=DOMAIN):
         self._host: str = ""
         self._name: str = ""
         self._uuid: str | None = None
+        self._entry: ConfigEntry | None = None
 
     @staticmethod
     @callback
-    def async_get_options_flow(
-        config_entry: config_entries.ConfigEntry,
-    ) -> OptionsFlowHandler:
+    def async_get_options_flow(config_entry: ConfigEntry) -> OptionsFlow:
         """Get the options flow for this handler."""
         return OptionsFlowHandler(config_entry)
 
@@ -78,7 +78,7 @@ class FlowHandler(config_entries.ConfigFlow, domain=DOMAIN):
                 )
                 self.hass.config_entries.async_update_entry(entry, unique_id=self._uuid)
 
-            raise data_entry_flow.AbortFlow("already_configured")
+            raise AbortFlow("already_configured")
 
     async def async_step_pairing(
         self, user_input: dict[str, Any] | None = None
@@ -129,11 +129,37 @@ class FlowHandler(config_entries.ConfigFlow, domain=DOMAIN):
         self._uuid = uuid
         return await self.async_step_pairing()
 
+    async def async_step_reauth(self, entry_data: Mapping[str, Any]) -> FlowResult:
+        """Perform reauth upon an WebOsTvPairError."""
+        self._host = entry_data[CONF_HOST]
+        self._entry = self.hass.config_entries.async_get_entry(self.context["entry_id"])
+        return await self.async_step_reauth_confirm()
 
-class OptionsFlowHandler(config_entries.OptionsFlow):
+    async def async_step_reauth_confirm(
+        self, user_input: dict[str, Any] | None = None
+    ) -> FlowResult:
+        """Dialog that informs the user that reauth is required."""
+        assert self._entry is not None
+
+        if user_input is not None:
+            try:
+                client = await async_control_connect(self._host, None)
+            except WebOsTvPairError:
+                return self.async_abort(reason="error_pairing")
+            except WEBOSTV_EXCEPTIONS:
+                return self.async_abort(reason="reauth_unsuccessful")
+
+            update_client_key(self.hass, self._entry, client)
+            await self.hass.config_entries.async_reload(self._entry.entry_id)
+            return self.async_abort(reason="reauth_successful")
+
+        return self.async_show_form(step_id="reauth_confirm")
+
+
+class OptionsFlowHandler(OptionsFlow):
     """Handle options."""
 
-    def __init__(self, config_entry: config_entries.ConfigEntry) -> None:
+    def __init__(self, config_entry: ConfigEntry) -> None:
         """Initialize options flow."""
         self.config_entry = config_entry
         self.options = config_entry.options
diff --git a/homeassistant/components/webostv/media_player.py b/homeassistant/components/webostv/media_player.py
index 53c7fb66825..36af5ef893f 100644
--- a/homeassistant/components/webostv/media_player.py
+++ b/homeassistant/components/webostv/media_player.py
@@ -39,6 +39,7 @@ from homeassistant.helpers.entity_platform import AddEntitiesCallback
 from homeassistant.helpers.restore_state import RestoreEntity
 from homeassistant.helpers.trigger import PluggableAction
 
+from . import update_client_key
 from .const import (
     ATTR_PAYLOAD,
     ATTR_SOUND_OUTPUT,
@@ -73,18 +74,11 @@ SCAN_INTERVAL = timedelta(seconds=10)
 
 
 async def async_setup_entry(
-    hass: HomeAssistant,
-    config_entry: ConfigEntry,
-    async_add_entities: AddEntitiesCallback,
+    hass: HomeAssistant, entry: ConfigEntry, async_add_entities: AddEntitiesCallback
 ) -> None:
     """Set up the LG webOS Smart TV platform."""
-    unique_id = config_entry.unique_id
-    assert unique_id
-    name = config_entry.title
-    sources = config_entry.options.get(CONF_SOURCES)
-    client = hass.data[DOMAIN][DATA_CONFIG_ENTRY][config_entry.entry_id]
-
-    async_add_entities([LgWebOSMediaPlayerEntity(client, name, sources, unique_id)])
+    client = hass.data[DOMAIN][DATA_CONFIG_ENTRY][entry.entry_id]
+    async_add_entities([LgWebOSMediaPlayerEntity(entry, client)])
 
 
 _T = TypeVar("_T", bound="LgWebOSMediaPlayerEntity")
@@ -123,19 +117,14 @@ class LgWebOSMediaPlayerEntity(RestoreEntity, MediaPlayerEntity):
 
     _attr_device_class = MediaPlayerDeviceClass.TV
 
-    def __init__(
-        self,
-        client: WebOsClient,
-        name: str,
-        sources: list[str] | None,
-        unique_id: str,
-    ) -> None:
+    def __init__(self, entry: ConfigEntry, client: WebOsClient) -> None:
         """Initialize the webos device."""
+        self._entry = entry
         self._client = client
         self._attr_assumed_state = True
-        self._attr_name = name
-        self._attr_unique_id = unique_id
-        self._sources = sources
+        self._attr_name = entry.title
+        self._attr_unique_id = entry.unique_id
+        self._sources = entry.options.get(CONF_SOURCES)
 
         # Assume that the TV is not paused
         self._paused = False
@@ -326,7 +315,12 @@ class LgWebOSMediaPlayerEntity(RestoreEntity, MediaPlayerEntity):
             return
 
         with suppress(*WEBOSTV_EXCEPTIONS, WebOsTvPairError):
-            await self._client.connect()
+            try:
+                await self._client.connect()
+            except WebOsTvPairError:
+                self._entry.async_start_reauth(self.hass)
+            else:
+                update_client_key(self.hass, self._entry, self._client)
 
     @property
     def supported_features(self) -> MediaPlayerEntityFeature:
diff --git a/homeassistant/components/webostv/strings.json b/homeassistant/components/webostv/strings.json
index 21e46e8e304..c623effe22b 100644
--- a/homeassistant/components/webostv/strings.json
+++ b/homeassistant/components/webostv/strings.json
@@ -13,6 +13,10 @@
       "pairing": {
         "title": "webOS TV Pairing",
         "description": "Click submit and accept the pairing request on your TV.\n\n![Image](/static/images/config_webos.png)"
+      },
+      "reauth_confirm": {
+        "title": "webOS TV Pairing",
+        "description": "Click submit and accept the pairing request on your TV.\n\n![Image](/static/images/config_webos.png)"
       }
     },
     "error": {
@@ -21,7 +25,9 @@
     "abort": {
       "error_pairing": "Connected to LG webOS TV but not paired",
       "already_in_progress": "[%key:common::config_flow::abort::already_in_progress%]",
-      "already_configured": "[%key:common::config_flow::abort::already_configured_device%]"
+      "already_configured": "[%key:common::config_flow::abort::already_configured_device%]",
+      "reauth_successful": "[%key:common::config_flow::abort::reauth_successful%]",
+      "reauth_unsuccessful": "Re-authentication was unsuccessful, please turn on your TV and try again."
     }
   },
   "options": {
diff --git a/homeassistant/components/webostv/translations/en.json b/homeassistant/components/webostv/translations/en.json
index dc0c8433151..87f9dd6c84b 100644
--- a/homeassistant/components/webostv/translations/en.json
+++ b/homeassistant/components/webostv/translations/en.json
@@ -3,7 +3,9 @@
         "abort": {
             "already_configured": "Device is already configured",
             "already_in_progress": "Configuration flow is already in progress",
-            "error_pairing": "Connected to LG webOS TV but not paired"
+            "error_pairing": "Connected to LG webOS TV but not paired",
+			"reauth_successful": "Re-authentication was successful",
+			"reauth_unsuccessful": "Re-authentication was unsuccessful, please turn on your TV and try again."
         },
         "error": {
             "cannot_connect": "Failed to connect, please turn on your TV or check ip address"
@@ -14,6 +16,10 @@
                 "description": "Click submit and accept the pairing request on your TV.\n\n![Image](/static/images/config_webos.png)",
                 "title": "webOS TV Pairing"
             },
+            "reauth_confirm": {
+                "description": "Click submit and accept the pairing request on your TV.\n\n![Image](/static/images/config_webos.png)",
+                "title": "webOS TV Pairing"
+            },
             "user": {
                 "data": {
                     "host": "Host",
diff --git a/tests/components/webostv/test_config_flow.py b/tests/components/webostv/test_config_flow.py
index cdb995de8ca..952307d9c26 100644
--- a/tests/components/webostv/test_config_flow.py
+++ b/tests/components/webostv/test_config_flow.py
@@ -9,11 +9,11 @@ from homeassistant import config_entries
 from homeassistant.components import ssdp
 from homeassistant.components.webostv.const import CONF_SOURCES, DOMAIN, LIVE_TV_APP_ID
 from homeassistant.config_entries import SOURCE_SSDP
-from homeassistant.const import CONF_HOST, CONF_NAME, CONF_SOURCE
+from homeassistant.const import CONF_CLIENT_SECRET, CONF_HOST, CONF_NAME, CONF_SOURCE
 from homeassistant.data_entry_flow import FlowResultType
 
 from . import setup_webostv
-from .const import FAKE_UUID, HOST, MOCK_APPS, MOCK_INPUTS, TV_NAME
+from .const import CLIENT_KEY, FAKE_UUID, HOST, MOCK_APPS, MOCK_INPUTS, TV_NAME
 
 MOCK_USER_CONFIG = {
     CONF_HOST: HOST,
@@ -289,3 +289,64 @@ async def test_form_abort_uuid_configured(hass, client):
     assert result["type"] == FlowResultType.ABORT
     assert result["reason"] == "already_configured"
     assert entry.data[CONF_HOST] == "new_host"
+
+
+async def test_reauth_successful(hass, client, monkeypatch):
+    """Test that the reauthorization is successful."""
+    entry = await setup_webostv(hass)
+    assert client
+
+    result = await hass.config_entries.flow.async_init(
+        DOMAIN,
+        context={"source": config_entries.SOURCE_REAUTH, "entry_id": entry.entry_id},
+        data=entry.data,
+    )
+    assert result["step_id"] == "reauth_confirm"
+
+    result = await hass.config_entries.flow.async_configure(result["flow_id"])
+
+    assert result["type"] == FlowResultType.FORM
+    assert result["step_id"] == "reauth_confirm"
+    assert entry.data[CONF_CLIENT_SECRET] == CLIENT_KEY
+
+    monkeypatch.setattr(client, "client_key", "new_key")
+    result = await hass.config_entries.flow.async_configure(
+        result["flow_id"], user_input={}
+    )
+
+    assert result["type"] == FlowResultType.ABORT
+    assert result["reason"] == "reauth_successful"
+    assert entry.data[CONF_CLIENT_SECRET] == "new_key"
+
+
+@pytest.mark.parametrize(
+    "side_effect,reason",
+    [
+        (WebOsTvPairError, "error_pairing"),
+        (ConnectionRefusedError, "reauth_unsuccessful"),
+    ],
+)
+async def test_reauth_errors(hass, client, monkeypatch, side_effect, reason):
+    """Test reauthorization errors."""
+    entry = await setup_webostv(hass)
+    assert client
+
+    result = await hass.config_entries.flow.async_init(
+        DOMAIN,
+        context={"source": config_entries.SOURCE_REAUTH, "entry_id": entry.entry_id},
+        data=entry.data,
+    )
+    assert result["step_id"] == "reauth_confirm"
+
+    result = await hass.config_entries.flow.async_configure(result["flow_id"])
+
+    assert result["type"] == FlowResultType.FORM
+    assert result["step_id"] == "reauth_confirm"
+
+    monkeypatch.setattr(client, "connect", Mock(side_effect=side_effect))
+    result = await hass.config_entries.flow.async_configure(
+        result["flow_id"], user_input={}
+    )
+
+    assert result["type"] == FlowResultType.ABORT
+    assert result["reason"] == reason
diff --git a/tests/components/webostv/test_init.py b/tests/components/webostv/test_init.py
new file mode 100644
index 00000000000..e48bb9d80fd
--- /dev/null
+++ b/tests/components/webostv/test_init.py
@@ -0,0 +1,39 @@
+"""The tests for the LG webOS TV platform."""
+from unittest.mock import Mock
+
+from aiowebostv import WebOsTvPairError
+
+from homeassistant.components.webostv.const import DOMAIN
+from homeassistant.config_entries import SOURCE_REAUTH, ConfigEntryState
+from homeassistant.const import CONF_CLIENT_SECRET
+
+from . import setup_webostv
+
+
+async def test_reauth_setup_entry(hass, client, monkeypatch):
+    """Test reauth flow triggered by setup entry."""
+    monkeypatch.setattr(client, "is_connected", Mock(return_value=False))
+    monkeypatch.setattr(client, "connect", Mock(side_effect=WebOsTvPairError))
+    entry = await setup_webostv(hass)
+
+    assert entry.state == ConfigEntryState.SETUP_ERROR
+
+    flows = hass.config_entries.flow.async_progress()
+    assert len(flows) == 1
+
+    flow = flows[0]
+    assert flow.get("step_id") == "reauth_confirm"
+    assert flow.get("handler") == DOMAIN
+
+    assert "context" in flow
+    assert flow["context"].get("source") == SOURCE_REAUTH
+    assert flow["context"].get("entry_id") == entry.entry_id
+
+
+async def test_key_update_setup_entry(hass, client, monkeypatch):
+    """Test key update from setup entry."""
+    monkeypatch.setattr(client, "client_key", "new_key")
+    entry = await setup_webostv(hass)
+
+    assert entry.state == ConfigEntryState.LOADED
+    assert entry.data[CONF_CLIENT_SECRET] == "new_key"
diff --git a/tests/components/webostv/test_media_player.py b/tests/components/webostv/test_media_player.py
index e4e2e2ba45f..f12c07c66c9 100644
--- a/tests/components/webostv/test_media_player.py
+++ b/tests/components/webostv/test_media_player.py
@@ -4,6 +4,7 @@ from datetime import timedelta
 from http import HTTPStatus
 from unittest.mock import Mock
 
+from aiowebostv import WebOsTvPairError
 import pytest
 
 from homeassistant.components import automation
@@ -37,6 +38,7 @@ from homeassistant.components.webostv.media_player import (
     SUPPORT_WEBOSTV,
     SUPPORT_WEBOSTV_VOLUME,
 )
+from homeassistant.config_entries import SOURCE_REAUTH, ConfigEntryState
 from homeassistant.const import (
     ATTR_COMMAND,
     ATTR_DEVICE_CLASS,
@@ -763,3 +765,28 @@ async def test_get_image_https(
     content = await resp.read()
 
     assert content == b"https_image"
+
+
+async def test_reauth_reconnect(hass, client, monkeypatch):
+    """Test reauth flow triggered by reconnect."""
+    entry = await setup_webostv(hass)
+    monkeypatch.setattr(client, "is_connected", Mock(return_value=False))
+    monkeypatch.setattr(client, "connect", Mock(side_effect=WebOsTvPairError))
+
+    assert entry.state == ConfigEntryState.LOADED
+
+    async_fire_time_changed(hass, dt.utcnow() + timedelta(seconds=20))
+    await hass.async_block_till_done()
+
+    assert entry.state == ConfigEntryState.LOADED
+
+    flows = hass.config_entries.flow.async_progress()
+    assert len(flows) == 1
+
+    flow = flows[0]
+    assert flow.get("step_id") == "reauth_confirm"
+    assert flow.get("handler") == DOMAIN
+
+    assert "context" in flow
+    assert flow["context"].get("source") == SOURCE_REAUTH
+    assert flow["context"].get("entry_id") == entry.entry_id