Roku has raised prices across its streaming hardware range, with some products now costing sharply more than they did weeks earlier. The biggest jumps highlighted so far include the Streaming Stick 4K moving from $50 to $80 and the Roku Ultra rising from $100 to $150.
The company has linked the higher prices to a memory shortage. According to the available report, the increases affect the broader lineup, not just one or two models, making this a notable shift for shoppers comparing streaming players.
The price changes also stand out because they come only about two months after Roku’s chief executive had described the memory shortage as being good for business. That contrast is likely to draw extra attention now that consumers are seeing the impact directly at checkout.
For buyers, there is still a short-term way to avoid the new pricing. Older prices are reportedly still available from some retailers while existing inventory lasts, meaning the latest increases may not appear everywhere immediately. Once that stock runs out, the higher official prices are expected to become the standard.
