Roku Raises Streaming Device Prices Up to 60% as AI-Driven Memory Shortages Bite
Updated
Updated · Ars Technica · Jul 24
Roku Raises Streaming Device Prices Up to 60% as AI-Driven Memory Shortages Bite
2 articles · Updated · Ars Technica · Jul 24
Summary
$150 is now Roku’s list price for the Ultra and Streambar SE, up from $100, while the Streaming Stick 4K rose to $80 from $50.
Roku updated its website with the higher MSRPs after a shortage of memory and other components tied to the AI boom, according to The Desk citing a Roku executive.
Sale pricing still remains in place for now—such as $30 for the base Streaming Stick and $45 for a Fox One bundle—but Roku’s store limited purchases to three units per model.
Other retailers are expected to keep selling at the lower prices until inventory runs out, suggesting Roku’s increases will spread as supply tightens.
The move reverses CEO Anthony Wood’s May stance that memory shortages were “great” for Roku because its TV operating system uses less memory and storage than rivals.