Roku raised prices across its entire streaming player lineup this week, pushing the Streaming Stick 4K up 60% to $79.99 and the Ultra to $149.99.
The company blames a memory chip shortage, with AI data centers buying up the world’s supply.
Roku is the third streaming brand to hike prices this summer, following Walmart doubling the price of its onn sticks and Apple TV climbing to $199 last month.
How Much Roku Device Prices Went Up
Every player moved. The entry-level stick jumped from $29.99 to $39.99, the Plus model from $39.99 to $59.99, and the flagship Ultra took a $50 hit.
Budget hardware suffers most, since RAM and storage eat a bigger slice of the build cost than in a phone.
A Roku executive speaking on background told The Desk that ‘We are doing our best to have great deals like what we have going on right now.’
He isn’t bluffing. Every Roku player still sells at its old price, so these numbers are a ceiling, not what you’ll pay today.
Fire TV Stick Prices Could Be Next
Amazon hasn’t announced anything, but its hardware uses the same memory. Match this pattern and a $49.99 Fire TV Stick 4K lands near $80, the Cube past $199. That’s speculation, not an announcement. Amazon absorbs thin margins better, so I expect it holds out longer.
Hide Your Digital Fingerprint
Watch the Firestick sale price, not the sticker. The real test lands at Prime Day and Black Friday. Want off Amazon? See our favorite Firestick alternatives.
What Streaming Devices to Buy Instead
If these increases outlast the sales, an $80 stick makes little sense next to a real box. That’s why I point people toward Android TV/Google TV boxes, which give you more RAM, more storage, and sideloading freedom no locked-down stick offers.
The onn 4K Plus remains the value pick at 16GB of storage. Walmart raised its onn stick pricing too, so nothing escaped, but the boxes took it better.
Final Thoughts
A 60% jump shows how little margin sat in the hardware. Roku never made its money on the box anyway, which is what I find wrong with its model, where the device is a billboard and you’re the product.
If data centers keep eating the memory supply, the discounts get shallower long before that sticker is what anyone pays.
For more details on this story, refer to the report from AFTVnews.
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