Roku has quietly increased the prices of its streaming devices, with hikes ranging from $10 to $50. As first spotted by The Desk and reported by The Verge, the new manufacturer's suggested retail prices are now in effect. The most affected models are the Roku Ultra and the Roku Streambar SE, both jumping 50% from $99.99 to $149.99.
Roku Ultra and Streambar SE see the steepest rise
The Roku Ultra, known for its high performance and ethernet port, now costs $149.99, up from $99.99. The Roku Streambar SE, a soundbar with built-in streaming, saw the same increase. Other models also became more expensive. The Roku Express 4K+ went from $39.99 to $49.99. The Roku Streaming Stick 4K rose from $49.99 to $59.99. Even the basic Roku Express increased from $29.99 to $39.99.
Sponsored Protocol
Market impact and comparison with previous prices
As of now, some retailers still sell Roku devices at the old prices, but the new MSRPs signal a shift. This price hike is part of a broader trend in tech. For instance, Google recently increased Pixel smartphone prices. Roku's move could push consumers toward competitors like Amazon Fire TV or Apple TV, but the brand's simplicity retains loyalty.
Reasons behind the price increase
Roku has not issued an official statement, but the increase likely reflects global inflation and rising component costs. Additionally, Roku invests in its operating system and content partnerships. The company aims to improve profit margins. For consumers, this means paying more for Roku hardware, though discounts may still be available. For more background, see the Wikipedia page on Roku.
Sponsored Protocol
In summary, price increases range from $10 to $50. High-end models saw the biggest jumps. It remains to be seen if competitors follow suit or if Roku reverses the changes. Meanwhile, savvy shoppers can still hunt for deals.
Source: https://www.androidauthority.com/roku-price-hikes-3691262
