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Engadget
Roku is increasing prices across its hardware range
Roku has confirmed a price increase across its device range, with charges now up to $50 higher. The Roku Ultra is now priced at $150, whereas the Roku Streaming Stick now costs $40. This decision reportedly stems from rising memory costs and supply chain issues influenced by the AI boom. Despite the price hikes, Roku positions this as a potential opportunity to attract third-party manufacturers as rival's production costs soar.
MonitorConfidence: MediumShort term horizonSupply chain risk: High
Published 25 Jul 2026, 09:25 UTC1 min read
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Summary
TL;DR
- Roku increases prices of hardware by up to $50.
- Price of Roku Ultra rises to $150 from $100.
- Most basic Roku Streaming Stick now costs $40 instead of $30.
- Price hikes attributed to increased memory costs.
- Roku aims to remain competitive despite industry challenges.
Interesting facts
- Roku's prices rose significantly despite using less memory than competitors.
- The increase was described as a 'tough decision' by the company.
- Roku posits that this situation could attract more manufacturers to its platform.