Roku Streaming Devices Get Major Price Hikes as AI Memory Shortage Continues
Roku has increased the list prices of its streaming devices across nearly its entire lineup, citing the ongoing global memory chip shortage fueled by AI infrastructure demand. While current inventory is still being sold at previous prices through discounts, the company’s new official pricing reflects significantly higher manufacturing costs.
The increases come as the technology industry continues to grapple with rising memory prices that are affecting everything from PCs and smartphones to streaming devices.
Nearly Every Roku Device Costs More
Roku has raised the suggested retail prices on almost its entire streaming lineup.
The new pricing includes:
| Device | Previous Price | New Price |
|---|---|---|
| Roku Streaming Stick | $29.99 | $39.99 |
| Roku Streaming Stick Plus | $39.99 | $59.99 |
| Roku Streaming Stick Plus (Fox One Bundle) | $59.98 | $79.99 |
| Roku Streaming Stick 4K | $49.99 | $79.99 |
| Roku Ultra | $99.99 | $149.99 |
| Roku Streambar SE | $99.99 | $149.99 |
The Roku Streaming Stick 4K sees the largest increase, with its price jumping by roughly 60%.
Current Discounts May Be Temporary
Although Roku’s official prices have increased, many retailers are currently offering the devices at their previous prices.
The discounts are believed to reflect existing inventory manufactured before component costs surged. Once those units sell out, buyers may begin seeing the higher retail prices become standard.
Memory Shortage Is Driving Costs Higher
According to Roku, the price increases stem from shortages affecting computer memory and other key components.
Demand for memory has risen sharply as AI companies continue building large-scale data centers that consume enormous quantities of RAM and storage.
With manufacturers prioritizing enterprise customers, consumer electronics companies are paying more for memory components, increasing production costs across the industry.
Even Simple Streaming Devices Aren’t Immune
Streaming players don’t require the powerful processors or large memory capacities found in gaming PCs or AI servers, but they still depend on flash storage and RAM.
As those components become more expensive, manufacturers have little choice but to absorb the added costs or pass them on to consumers.
Smart TVs Haven’t Been Hit Yet
At least for now, Roku-branded smart TVs appear to have avoided similar price increases.
While television manufacturing also relies on memory chips, display panels account for a much larger share of production costs, which may have delayed the impact compared with smaller streaming devices.
More Consumer Electronics Could Follow
The Roku price increases add to a growing list of technology products affected by the prolonged AI-driven memory shortage.
Industry forecasts suggest supply constraints could continue through 2027 and potentially into 2028, meaning consumers may continue to face higher prices on electronics that rely on memory chips for the foreseeable future.