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Android Authority
Roku's streaming hardware is getting up to 50% more expensive
Roku's recent price adjustments across its streaming hardware line have seen increases ranging from $10 to $50, particularly notable with the Roku Ultra and Roku Streambar SE which now retail at $149.99. The entry level Streaming Stick is now priced at $39.99. Despite these MSRP changes, consumers haven't felt the impact yet, as many retailers continue to offer discounts matching prior price points. This trend appears reflective of a wider industry shift as manufacturers face rising component costs from increased demand, particularly due to the growth of the AI sector. Roku’s adjustments arrive during significant corporate development, with Fox's recent acquisition announcement, further complicating consumer pricing strategies.
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Published 27 Jul 2026, 10:40 UTC1 min read
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Summary
TL;DR
- Roku has increased hardware prices by 10% to 50%.
- The price of Roku Ultra has risen from $99.99 to $149.99.
- Entry-level Streaming Stick now costs $39.99, up from $29.99.
- Roku's changes may not affect consumers immediately as retailer prices remain stable.
- The streaming market continues facing pressures from rising component costs.
Interesting facts
- Roku isn't alone as other tech companies like Apple and Samsung are also raising prices.
- The increased costs are largely due to heightened demand from the AI industry's growth.
- The changes in MSRP may be a strategy for gradual price increases.