ROKU RAISES STREAMING PRICES UP TO $50

AI DESK■ 1 MIN READ

FRI, JUL 24, 2026

■ AI-SUMMARIZED FROM 2 SOURCES ▸ TIMELINE

Roku has increased prices across its entire streaming hardware lineup, with the entry-level Streaming Stick jumping from $29.99 to $39.99. The company attributes the increases to RAM shortages.

All of Roku's streaming devices are now more expensive. The Streaming Stick Plus rose from $39.99 to $59.99, while the 4K model climbed from $49.99 to $79.99. The Roku Ultra saw the largest increase, jumping $50 from $99.99 to $149.99. The price hikes represent increases of up to 60 percent on some models. Roku's decision comes after CEO Anthony Wood called the RAM shortage "great" for business in May, suggesting the supply constraints could benefit the company's margins. The timing underscores broader supply chain pressures affecting consumer electronics. Roku's move may signal similar pricing actions across the streaming device market as manufacturers face component costs and shortages.

■ SOURCES

► The Verge ► Ars Technica

■ SUMMARY WRITTEN BY AI FROM THE LINKS ABOVE

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ROKU RAISES STREAMING PRICES UP TO $50

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