Roku has announced price increases for its streaming devices, with hikes of up to $50 per unit. The decision, communicated in recent days, is driven by rising costs of memory components, a phenomenon the industry has dubbed RAMageddon. The new prices are already visible in some retail channels, while on Roku's official website many models are still listed at previous prices, albeit with per-transaction purchase limits.
Roku Ultra jumps to $150, Streaming Stick to $40
The flagship model, the Roku Ultra, has increased from $100 to $150, marking a 50% rise. The popular Roku Streaming Stick has also gone from $30 to $40. Other models in the lineup, such as Roku Express and Roku Premiere, may see similar adjustments in the coming weeks. The hikes are not yet uniform across all retailers, but the trend is clear: hardware costs are climbing.
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RAMageddon drives costs: Roku is not alone
The main cause is the surge in DRAM and NAND memory prices, which has affected the entire consumer electronics industry. Apple recently raised the price of its Apple TV box, while Walmart has also increased prices on its cheap Google TV streaming devices. In this context of component inflation, Roku has chosen to pass some of the higher costs onto the final price, a move many analysts consider inevitable to maintain margins. For those seeking alternatives, deals on streaming hardware and other tech products can often be found on platforms like Amazon (see the weekend deals).
Acquisition by Fox and future outlook
The price increase announcement comes shortly after news that Roku will be acquired by Fox. The deal, still pending, could influence Roku's pricing strategy and advertising platform. According to industry sources, integration with Fox content might lead to new bundles or offers, but in the short term users are facing more expensive hardware. For more context on mergers in the streaming world, see also the article on Apple TV and its latest announcements.
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With the price hikes, Roku risks losing some of its competitive edge based on low entry cost. However, brand loyalty and the software ecosystem may soften the impact. For those interested in Roku's history and technical specs, the Wikipedia page offers detailed information.
Source: https://9to5google.com/2026/07/24/roku-raises-prices-on-streaming-hardware-by-up-to-50
