Roku raised prices across its streaming hardware lineup in the U.S., with hikes reaching as much as 60 percent depending on the model [1, 2, 3]. The Streaming Stick now costs $40, up from $30; the Streaming Stick Plus is $60, previously $40; and the Streaming Stick 4K is $80, previously $50. Roku’s highest-end models, the Roku Ultra and the Streambar SE, both rose from $100 to $150 each [1, 3].
The company’s website currently shows older prices as sale prices while listing the new prices as the standard manufacturer’s suggested retail prices (MSRP) [1, 3]. An unnamed Roku executive told The Desk the price increases were a "tough decision" made necessary by shortages in memory and other components caused by the surge in AI demand [3].
In May, Roku CEO Anthony Wood said the memory shortage was "great" for Roku because the company’s products require significantly less memory and storage than competitors, but the recent price hikes show Roku has also felt the pressure from the ongoing memory crunch [1, 3].
The price increases were first noted publicly around July 20, when Roku listed a Streaming Stick Plus bundle with a one-month Fox One subscription for an MSRP of $60 and a sale price of $25 [1]. This came shortly after Fox announced plans to acquire Roku in July 2026 [2].
The exact price increases differ slightly by source; some report prices to the nearest dollar while others use rounded figures. For instance, Streaming Stick prices range from $29.99 to $39.99 or simply $30 to $40, and the magnitude of increases is described either as up to $50 or up to 60 percent [1, 2, 3].
Roku’s next major event is the planned acquisition by Fox, announced last month, which could affect the company’s product and pricing strategies soon [2].
