● Covered by 4 sources · 4 reportsLow impact4 neutral
Roku Increases Streaming Hardware Prices by Up to $50 Across All Models
Key points
- Roku increased prices on all streaming hardware models.
- The Roku Ultra price rose from $99.99 to $149.99.
- A memory shortage, expected to last until 2027, is cited as the reason.
- Apple also raised prices on its devices in June.
- The cheapest HD Streaming Stick now costs $39.99, up from $29.99.
- The price hike affects the Streaming Stick Plus, Streaming Stick 4K, and Roku Streambar SE.
- Roku is holding a sale with some devices at original prices.
- Fox announced plans to acquire Roku last month.
- Walmart also raised prices on its Google TV streaming devices.
- The price of the Streaming Stick Plus increased from $39.99 to $59.99.
- The price of the Streaming Stick 4K increased from $49.99 to $79.99.
- The price of the Roku Streambar SE increased from $99.99 to $149.99.
- The memory shortage is due to AI companies prioritizing demand.
- Roku's own store has per-transaction limits on devices.
- Roku's website lists new prices, but sells devices at old prices as a sale.
- A bundle with a Streaming Stick Plus and Fox One subscription increased from $60 to $80.
- The price of the cheapest HD Streaming Stick increased from $29.99 to $39.99.
- Roku directly confirmed price increases are due to inflated memory costs.
- Roku's store has many devices "on sale" for previous retail prices.
- Roku's store limits purchases to three units per model.
- Other retailers will sell devices at lower prices until supply runs out.
- Roku raised prices due to memory and other component shortages caused by AI.
- A bundle with a Streaming Stick Plus and Fox One subscription increased from $60 to $80 MSRP and $25 to $45 sale price.
- Roku CEO Anthony J. Wood said devices use less memory than competitors.
Roku Streaming Hardware Price Adjustments
Roku has implemented price increases across its entire line of streaming hardware. The cheapest HD Streaming Stick, for example, is now priced at $39.99, up from its previous $29.99. Other devices have seen increases of up to $50.
Specific Price Changes
The Roku Ultra's price has increased from $99.99 to $149.99. The Streaming Stick went from $29.99 to $39.99, the Streaming Stick Plus from $39.99 to $59.99, and the Streaming Stick 4K from $49.99 to $79.99. The Roku Streambar SE also saw a price hike from $99.99 to $149.99.
Reason for the Price Hike
A Roku executive attributed the price adjustments to an ongoing memory shortage. This shortage is projected to continue through 2027 and beyond, as memory manufacturers prioritize demand from AI companies. This situation mirrors Apple's decision to raise prices on its devices, including the Apple TV, in June.
Current Sales and Context
Despite the general price increases, Roku is currently running a sale that temporarily offers some devices at their original prices. This development follows Fox's announced plans last month to acquire Roku.
Updates
- The price of the cheapest HD Streaming Stick increased from $29.99 to $39.99.
- Roku directly confirmed price increases are due to inflated memory costs.
- Roku's store has many devices "on sale" for previous retail prices.
- Roku's store limits purchases to three units per model.
- Other retailers will sell devices at lower prices until supply runs out.
- Roku raised prices due to memory and other component shortages caused by AI.
- A bundle with a Streaming Stick Plus and Fox One subscription increased from $60 to $80 MSRP and $25 to $45 sale price.
- Roku CEO Anthony J. Wood said devices use less memory than competitors.
- The price of the Streaming Stick Plus increased from $39.99 to $59.99.
- The price of the Streaming Stick 4K increased from $49.99 to $79.99.
- The price of the Roku Streambar SE increased from $99.99 to $149.99.
- The memory shortage is due to AI companies prioritizing demand.
- Roku's own store has per-transaction limits on devices.
- Roku's website lists new prices, but sells devices at old prices as a sale.
- A bundle with a Streaming Stick Plus and Fox One subscription increased from $60 to $80.
- The cheapest HD Streaming Stick now costs $39.99, up from $29.99.
- The price hike affects the Streaming Stick Plus, Streaming Stick 4K, and Roku Streambar SE.
- Roku is holding a sale with some devices at original prices.
- Fox announced plans to acquire Roku last month.
- Walmart also raised prices on its Google TV streaming devices.
✨ This summary was generated by AI from the outlets' reporting listed below. It is not independently verified and may contain errors — check the original sources. How BrevFeed works →
The daily brief
One email each morning: the day's tech stories, clustered across outlets and summarized. No account needed.
One email a day. Unsubscribe in one click, any time.
Today's brief
Spend a few minutes, get the whole day. Every topic's top stories in one hands-free rundown — listen, watch, or read the transcript.
▶ Play today's brief
New every morning, and the back catalogue is archived by date.
How outlets covered it
Roku has raised prices on its streaming hardware, with devices like the Roku Ultra increasing from $100 to $150 and the Roku Streaming Stick from $30 to $40. This price adjustment is attributed to rising memory costs, which a company executive linked to shortages caused by the AI boom.
Roku has raised the prices of its streaming sticks and boxes by up to 60%, citing memory and other component shortages caused by the AI industry. This price adjustment affects models like the Roku Streaming Stick, Roku Ultra, and Roku Streambar SE, with new MSRPs now listed on Roku's website.
Roku has raised prices on its streaming devices by up to $50, with the Roku Ultra increasing from $100 to $150 and the Roku Streaming Stick from $30 to $40. Roku attributes these price hikes to increased memory costs. Other companies like Apple and Walmart have also raised prices on their streaming hardware.
Roku has raised prices on its streaming hardware, with some devices increasing by as much as $50, due to an ongoing memory shortage. This change affects all Roku models, including the Streaming Stick and Roku Ultra, and follows a similar price adjustment by Apple for its devices.