# Roku increases streaming hardware prices by up to $50 Roku raises prices across its device lineup with some models seeing significant hikes. - **Source:** [The Verge](https://www.theverge.com) - **Published:** 2026-07-24 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/10e698cf-b0bb-49d5-b98c-43c75d388a58 ## Roku's price increase Roku has raised prices across its streaming hardware lineup. The most affordable HD Streaming Stick increased from $29.99 to $39.99. This price adjustment affects all Roku devices, with some models seeing hikes up to $50. ## Affected models The Streaming Stick Plus jumped from $39.99 to $59.99, while the 4K model increased from $49.99 to $79.99. Premium models like Ultra and Streambar SE now cost $149.99, up from $99.99. Roku is currently running a sale with some devices at original prices. ## Consumer impact The price hikes will particularly affect budget-conscious streamers. As Roku's competitive pricing advantage diminishes, the company may need to reassess its market position against competitors offering similar streaming solutions. ## Industry trend This move reflects a broader trend of electronics manufacturers passing increased production and logistics costs to consumers. Similar price adjustments have been observed recently across the tech industry amid global economic pressures. ## Short-term solution Roku's ongoing sale appears designed to soften the blow of permanent price increases. However, once promotions end, consumers will face the new pricing structure. The company may face particular scrutiny over the substantial hikes on premium models. ## Long-term implications This pricing strategy could mark a turning point in Roku's hardware approach. While aiming to boost revenues, the company might need to emphasize its software and content offerings more heavily to maintain market share against competitors. ## Sources covering this story - https://www.theverge.com/streaming/970814/roku-streaming-price-increase — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._