Roku Increases Prices Across Its Hardware Range
Roku has raised prices on its streaming devices, including the Roku Ultra by 50% and the Streaming Stick by 33%, citing rising memory costs driven by the AI boom.
Roku has confirmed price increases across its entire hardware lineup. The company's website now lists the old prices as discounted prices. The top-of-the-line Roku Ultra now costs $150, up $50 from its previous price of $100. Meanwhile, the basic Roku Streaming Stick has increased from $30 to $40.
According to a report by The Desk, the price hikes are due to rising memory costs. A company executive reportedly said that Roku made the "tough decision" to raise prices on streaming hardware to address shortages in memory and other components caused by the AI boom. During Roku's last earnings call, CEO Anthony J. Wood noted that the company's devices use significantly less memory than competitors and that their components cost less. Roku had expected to be less affected by memory price increases. However, these price hikes show that the company is also feeling the memory crunch for its first-party devices, which now cost up to 50% more than before.
