Roku is implementing substantial price increases for its streaming devices, with adjustments of up to 60 percent. The company has updated its website to reflect these new prices, although the devices are still available at their previous prices for the time being.
The revised prices for Roku’s streaming products are as follows: the Roku Streaming Stick is now priced at $40 (up from $30), the Roku Streaming Stick Plus is $60 (previously $40), the Roku Streaming Stick 4K is $80 (formerly $50), and the Roku Ultra and Roku Streambar SE are both now $150 (previously $100).
Additionally, a bundle that includes the Streaming Stick Plus and a one-month subscription to Fox One has seen its price rise from $60 to an MSRP of $80, with a sale price of $45. When attempting to purchase these devices at their listed sale prices, customers are limited to three units per model.
Other retailers may continue to offer the devices at the older prices until their existing stock is depleted. This price adjustment is attributed to a shortage of memory and other components, a situation exacerbated by the increasing demand from the artificial intelligence sector, as noted by a Roku executive.
This marks a significant shift from earlier statements made by Roku’s founder and CEO, Anthony Wood, who in May described the memory shortage as beneficial for the company. He highlighted that Roku’s operating system requires less memory and storage than competitors, allowing for a lower overall cost structure.
Despite the price increases, Roku maintains that its devices remain competitively priced. A representative stated that the company is striving to offer attractive deals, even amidst rising costs.
Roku’s price hikes come shortly after Fox announced plans to acquire the company for an enterprise value of $22 billion. This acquisition is pending regulatory and shareholder approval and is expected to finalize in 2027.
This article was produced by NeonPulse.today using human and AI-assisted editorial processes, based on publicly available information. Content may be edited for clarity and style.
