Roku has increased prices across its streaming hardware, with the cheapest HD Streaming Stick now priced at $39.99 instead of $29.99, as first reported by The Desk. The price hike affects all of Roku’s other devices as well, with some increasing by as much as $50. Here’s a rundown of the changes:
Roku raises streaming hardware prices by up to $50
The Roku Ultra now costs $149.99, up from $99.99.
- Streaming Stick- :$29.99 to $39.99
- Streaming Stick Plus:$39.99 to $59.99
- Streaming Stick 4K- :$49.99 to $79.99
- Roku Ultra:$99.99 to $149.99
- Roku Streambar SE- :$99.99 to $149.99
Roku is currently holding a sale that puts some devices at their original prices, which you can see on this archived web page. Fox announced plans to acquire Roku last month.
A Roku executive who spoke with The Desk cited the ongoing memory shortage as the reason for the price changes. The shortage is expected to last through 2027 and beyond, and comes as memory makers prioritize demand from AI companies. Apple similarly raised prices across its devices, including its Apple TV set-top box, in June.
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