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Roku raises prices on streaming hardware by up to $50
Roku has announced significant price increases on its streaming devices, with the Roku Ultra now priced at $150, up from $100, and the Streaming Stick rising from $30 to $40. The company attributes these hikes to inflated memory costs, a trend also seen in competitors such as Apple and Walmart, which recently raised prices on their streaming devices. This development comes on the heels of Roku's planned acquisition by Fox, adding to the uncertainty in the streaming market.
MonitorConfidence: HighShort term horizon
Published 24 Jul 2026, 19:25 UTC1 min read
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Summary
TL;DR
- Roku raises prices on streaming devices by up to $50.
- Roku Ultra now costs $150, up from $100.
- Roku Streaming Stick increased from $30 to $40.
- Price hikes attributed to inflated memory costs.
- Similar pricing trends observed among competitors including Apple and Walmart.
Interesting facts
- The term 'RAMageddon' is used to describe the rising costs of memory.
- These price hikes have not yet affected all retailers, with some still offering previous prices.
- Roku's acquisition by Fox adds layers of complexity to its pricing strategy.