Streaming is getting more expensive across the board, and now hardware costs are jumping too. Roku has announced significant price increases on several of its flagship streaming devices, a move that follows Fox's $22 billion acquisition of the company in June. The new prices affect popular models like the Roku Ultra and Streaming Stick 4K, with some increases exceeding 50 percent.
Roku Ultra jumps from $100 to $150: a 50 percent hike
The high-end Roku Ultra now costs $150, up from $100. The Streaming Stick 4K saw a steep rise from $50 to $80. The standard Roku Streaming Stick increased from $30 to $40, while the Plus version went from $40 to $60. The Streambar SE soundbar jumped from $100 to $150. In an interview with The Desk, an unnamed Roku executive blamed the price hikes on rising RAM costs and supply chain issues driven by AI demand.
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AI demand ripples through device prices
The artificial intelligence boom is distorting the component market: from laptops to phones, game consoles, and now streaming sticks, RAM prices have soared. Roku is not alone in this. Apple recently raised prices across nearly all its products, including the Apple TV 4K, which now costs $199 — $50 more than the Roku Ultra despite Roku's increase.
How to save money on Roku devices
There is some good news. Roku's official store is currently running a sale that keeps most devices at their old prices. The Roku Ultra is available for $99.99, and on Amazon it is even cheaper at $90. Best Buy has not yet applied the new prices. For those seeking alternatives, the Google TV Streamer costs $99 on Amazon, and the Amazon Fire Stick HD is only $35. If you have experienced unexpected price hikes elsewhere, note that T-Mobile offered up to $80 in compensation after a major network outage, showing that companies sometimes respond with refunds. The streaming device market remains volatile, and with AI demand still growing, further price increases may be on the horizon.
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For more background on Roku, see the Wikipedia entry.
