Roku price increase lifts streaming device costs by up to $50
Roku streaming sticks and boxes now cost more, with a Roku executive blaming the memory shortage, according to The Desk.
By Maya Lindqvist · Senior Technology Correspondent
2 min read
Roku has raised prices across its streaming hardware lineup, according to The Verge, making the Roku price increase a new cost for buyers looking for a streaming stick, set-top box or Streambar. The changes add as much as $50 to some devices, including the Roku Ultra.
The increases affect every Roku streaming device listed by The Verge. The base Streaming Stick, Roku’s lowest-priced HD player, moved from $29.99 to $39.99, while the Roku Ultra rose from $99.99 to $149.99.
Which Roku devices cost more now?
The Verge listed the new prices for Roku’s current streaming hardware as follows:
- Streaming Stick: $39.99, up from $29.99.
- Streaming Stick Plus: $59.99, up from $39.99.
- Streaming Stick 4K: $79.99, up from $49.99.
- Roku Ultra: $149.99, up from $99.99.
- Roku Streambar SE: $149.99, up from $99.99.
The Verge also reported that Roku is running a sale that puts some products back at their former prices for now. That means shoppers may still see lower sale pricing on certain models even though the regular prices have changed.
The increases range from $10 on the entry Streaming Stick to $50 on the Roku Ultra and Roku Streambar SE. The Streaming Stick Plus is now $20 more than before, and the Streaming Stick 4K is $30 higher.
Why did Roku raise prices?
A Roku executive told The Desk that the company’s price changes are tied to the ongoing memory shortage. Memory chips are used across consumer electronics, so higher component costs can show up in devices such as streamers, computers and tablets.
The Verge reported that the memory shortage is expected to last through 2027 and beyond. It also reported that memory manufacturers have been giving priority to demand from artificial intelligence companies, adding pressure elsewhere in the electronics market.
Roku is not the only consumer tech company to raise hardware prices while component costs rise. The Verge reported that Apple increased prices across several devices in June, including its Apple TV set-top box.
The price move comes after Fox announced plans last month to acquire Roku, according to The Verge. Roku’s higher hardware prices apply to the company’s streaming players and Streambar SE, while current promotions may temporarily mask the increases on some devices.
This story draws on original reporting from The Verge.