Roku streaming device price hikes

In late July 2026 Roku announced a series of price increases for its streaming hardware in the United States. On July 24 the company said the Roku Ultra would rise from $100 to $150, the basic Streaming Stick from $30 to $40, and other models would see comparable jumps. Roku attributed the hikes to shortages of memory and other components driven by the rapid expansion of artificial‑intelligence data centres, and noted a pending $22 billion acquisition by Fox Corporation.

Three days later, on July 27, Roku provided additional detail, stating that the price adjustments ranged from 33 % to 60 % and were specifically linked to a RAM shortage caused by heightened AI demand. Updated prices included the Streaming Stick at $40, the Stick Plus at $60, the Stick 4K at $80, the Ultra at $150, and the Streambar SE at $150. Roku compared its situation to similar hikes affecting other consumer electronics such as Apple’s entry‑level MacBook and Sony’s PlayStation 5, and mentioned that no UK price changes had been announced yet, though further global adjustments were possible.