Roku raised prices by up to 60%, citing a memory shortage, despite the CEO calling it great for business just two months ago

Q: How much did the Streaming Stick 4K and Roku Ultra increase in price percentage-wise according to this article?

The Streaming Stick 4K rose from $50 to $80, a 60% increase. The Roku Ultra rose from $100 to $150, a 50% increase.

Q: What reason did Roku give for the price increases and which component shortage was cited?

Roku said the price increases were due to shortages of memory and other components driven by the AI boom. The company specifically cited a memory shortage.

Q: Did Roku's CEO previously comment on the memory shortage, and how do those remarks contrast with the current price hikes?

Yes. In May CEO Anthony Wood said the memory shortage was "generally great" for Roku because the company’s lower bill of materials gave it a widening cost advantage. Those remarks contrast sharply with Roku’s recent price increases of up to 60 percent, such as the Streaming Stick 4K rising from $50 to $80 and the Ultra from $100 to $150, which undermine the earlier suggestion that the shortage was purely beneficial for Roku’s business.

The Streaming Stick 4K goes from $50 to $80 and the Ultra from $100 to $150, with old prices still available at select retailers while stock lasts.

VIEW GALLERY - 3

Hassam Nasir

Tech Reporter

Published Jul 26, 2026 2:45 PM CDT

1 minute & 15 seconds read time

TL;DR: Roku raised prices across its streaming hardware-e.g., Streaming Stick 4K to $80 and Ultra to $150-citing memory and component shortages tied to the AI boom. Old MSRPs remain briefly as sale prices with three-unit limits and retailer stock, while the company maintains devices remain competitively priced.

Voice: Hassam NasirSpeed

0:00 / 3:02

Roku has increased prices across its entire streaming hardware lineup, with some devices now costing up to 60% more than they did just a month ago. The company confirmed the increases to The Desk, with a Roku executive attributing the move to shortages of memory and other components driven by the AI boom.

Roku has updated its website with the new prices:

Roku Streaming Stick: $40 (formerly $30)
Roku Streaming Stick Plus: $60 (formerly $40)
Roku Streaming Stick 4K: $80 (formerly $50)
Roku Ultra: $150 (formerly $100)
Roku Streambar SE: $150 (formerly $100)

There is still a brief opportunity to buy at the old prices. Roku is currently listing the previous MSRPs as sale prices on its official store, although purchases are limited to three units per model. Retailers such as Amazon and Best Buy also continue to sell existing inventory at the lower prices, but only until current stock is exhausted. After that, the higher prices will apply across the board.

Roku raised prices by up to 60%, citing a memory shortage, despite the CEO calling it great for business just two months ago 1

VIEW GALLERY - 3 IMAGES

As recently as May, CEO Anthony Wood told investors that the memory shortage was "generally great" for Roku's business, arguing the company's lower bill of materials gave it a cost advantage over rivals whose devices use more premium components. "That gap is just widening right now by a pretty wide margin," Wood said at the time.

Those comments now stand in sharp contrast to Roku's own price increases, although the company is far from alone. Apple raised Apple TV prices last month, citing the same component shortages, while Walmart recently doubled the price of its budget Onn 4K streaming stick from $15 to $30.

Roku raised prices by up to 60%, citing a memory shortage, despite the CEO calling it great for business just two months ago 2

Roku still maintains its devices are competitively priced relative to the Apple TV and other premium streaming hardware, which remains true. However, Roku built its reputation on affordability. Seeing the Streaming Stick 4K jump from $50 to $80 represents a significant shift, regardless of how it compares with a $199 Apple TV.

Frequently Asked Questions

TweakBot answers common questions about this news using TweakTown's own coverage from this page and related content from our archive. Tap a question to reveal the answer, or type your own below.

Question #1

How much did the Streaming Stick 4K and Roku Ultra increase in price percentage-wise according to this article?

Question #2

What reason did Roku give for the price increases and which component shortage was cited?

Question #3

Did Roku's CEO previously comment on the memory shortage, and how do those remarks contrast with the current price hikes?

Have a question not listed here? Ask below and TweakBot will answer it.

The price hikes come about a month after Fox Corporation announced it is acquiring Roku for $22 billion in a deal that is still pending regulatory and shareholder approval and expected to close in 2027.