Roku is increasing prices on its streaming hardware lineup in the United States, with reported increases ranging from about $10 to $50 per device, depending on the model. Multiple outlets report that some products see increases of roughly 60%, with the steepest changes affecting higher-end devices. For example, The Verge reports the cheapest HD Streaming Stick rising to $39.99 from $29.99. Other reports cite specific examples such as the Roku Ultra increasing from $100 to $150, and the basic Streaming Stick moving from about $30 to $40. Ars Technica and Engadget also note the company’s explanation that industry-wide computer memory and other component shortages—linked to growing demand from AI data centers—are driving the higher costs. Several sources frame the change as a response to supply constraints and the time it takes for inventory to sell through, with some indicating that the higher pricing applies once existing stock runs out. The price moves are currently described as applying to Roku’s US hardware offerings, though the scope outside the US is not uniformly detailed across the coverage.