Roku Hikes Hardware Prices by Up to 60%

Roku is raising prices on its streaming players by up to 60%, with the Roku Streaming Stick 4K jumping from $50 to $80 and the Roku Ultra and Streambar SE rising from $100 to $150. The company blames the increases on a global memory-chip shortage driven by AI development, known as "RAMageddon." Roku, recently acquired by Fox for $22 billion, lists current prices as "limited time" without specifying when new prices take effect.

Roku is increasing the cost of its popular streaming players https://www.cnet.com/tech/home-entertainment/best-streaming-device/ by up to $50, with one report https://thedesk.net/2026/07/roku-raises-prices-memory-component-shortages-blamed/?utm source=mailpoet&utm medium=email&utm source platform=mailpoet google vignette suggesting that the AI-influenced “ RAMageddon https://www.cnet.com/tech/computing/tech-companies-are-freaking-out-about-ramageddon/ ” is to blame. In an unusual move, Roku lists the existing prices on its website https://www.roku.com/products/players as “limited time,” but hasn’t specified when the new prices listed will kick in. The biggest increases are for Roku’s flagship devices — the Roku Ultra https://www.cnet.com/tech/home-entertainment/roku-ultra-2024-review-a-solid-remote-but-a-flagship-deserves-more/ and Streambar SE https://www.cnet.com/tech/home-entertainment/roku-streambar-se-review-better-sound-than-i-expected-for-the-low-price/ — which will increase in price from $100 to $150. Meanwhile, the popular Roku Streaming Stick 4K https://www.cnet.com/tech/home-entertainment/roku-streaming-stick-4k-review-small-refinements-to-a-winning-formula/ now costs 60% more, at $80. The price changes are as follows: Product | Old price | New price | | Roku Streaming Stick | $30 | $40 | | Roku Streaming Stick Plus | $40 | $60 | | Roku Streaming Stick 4K | $50 | $80 | | Roku Ultra | $100 | $150 | | Roku Streambar SE | $100 | $150 | In my review of the Roku Ultra https://www.cnet.com/tech/home-entertainment/roku-ultra-2024-review-a-solid-remote-but-a-flagship-deserves-more/ , I call it “undoubtedly the best Roku yet,” though I identify the identically priced Google Streamer https://www.cnet.com/tech/home-entertainment/google-tv-streamer-review-high-end-streaming-for-power-users/ as even better. But with a 50% cost increase, the Roku device now becomes less recommendable, and if you’re looking for a sub-$100 player, you should get the Google option while it stays at its current price. The new prices follow an even more dramatic increase for the Apple TV 4K https://www.cnet.com/tech/home-entertainment/apple-tv-4k-2022-review-excellent-streaming-but-still-too-expensive/ , which went from $129 to $199, while the 128GB version will now cost $249. Apple also blamed rising memory costs https://www.cnet.com/tech/computing/apple-price-increases-macbooks-ipads-blames-ram-shortage/ for its price hikes. RAMageddon https://www.cnet.com/tech/services-and-software/what-is-ramageddon-why-ai-is-making-laptops-and-phones-more-expensive/ refers to the global memory-chip supply shortage https://www.wsj.com/tech/ai/memory-ram-shortage-2026-f55324b0 caused by the rapid development of memory-intensive artificial intelligence tools, which has pushed up the price of laptops, phones https://www.cnet.com/tech/mobile/global-ram-shortage-will-raise-smartphone-prices-in-2026-analysts-say-but-how-much/ , graphics cards and other devices. Roku is the most popular streaming platform, with up to 100 million streaming https://newsroom.roku.com/news/2026/04/roku-surpasses-100-million-streaming-households-a-historic-milestone/cbdb6hs7-1776191291 households, and the company was recently acquired by Fox for $22 billion https://www.cnet.com/tech/services-and-software/fox-to-acquire-roku-22-billion/ . Representatives for Roku did not immediately respond to a request for comment.