Roku is raising prices across its streaming hardware lineup, with reported increases of up to $50 per device. Multiple outlets say the changes include the lowest-cost HD Streaming Stick moving from $29.99 to $39.99. Other models also see larger jumps, with some price increases described as up to about 60%. Reported examples include the Roku Ultra rising from $100 to $150 and the basic Streaming Stick moving from $30 to $40.
Several sources attribute the hikes to industry-wide supply constraints, particularly shortages of computer memory (RAM) and other components, which they link to demand driven by the AI data-center boom. Ars Technica and Slashdot also report that Roku cites these shortages as the reason for the “tough decision” to raise prices.
Sources also report that bundles are affected, including at least one bundle that sees its MSRP increase (and sale pricing change) compared with earlier listings captured by the Internet Archive’s Wayback Machine. Outlets note that the higher prices apply once existing stock runs out, and that Roku continues to position its hardware as competitively priced relative to other streaming TV options.
