Roku has increased prices on its streaming sticks and boxes by as much as 60 percent. The company attributed the changes to rising costs for memory chips and other components driven by demand from AI development.
Roku updated its website with new prices for several models. The Roku Streaming Stick now lists for $40, up from $30. The Streaming Stick Plus rose to $60 from $40, while the Streaming Stick 4K increased to $80 from $50. The Roku Ultra and Streambar SE each climbed to $150 from $100.
The company said the increases respond to a global shortage of memory chips caused by the rapid growth of AI tools. A Roku executive told The Desk that the firm still views its devices as competitively priced and is offering deals during the transition.
Other retailers are expected to continue selling remaining stock at the prior prices until supplies are exhausted. Roku was recently acquired by Fox in a deal valued at $22 billion that is slated to close in 2027.
