# Roku hikes streaming device prices by up to 60% RAM shortage leads to significant price increases. - **Source:** [Android Police](https://brifing.si/source/a7444c3b-8025-40d3-b68b-72e44d7adc84) - **Published:** 2026-07-24 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/a5b84fe8-6cab-46fd-bd3b-913d4d8e526c ## Roku's price hike Roku has increased prices on all its streaming devices by 50% to 60%. The Streaming Stick rose from $30 to $40, the Streaming Stick Plus from $40 to $60, and the 4K model from $50 to $80. The Ultra and Streambar SE models jumped from $100 to $150. ## Impact of RAM shortage The price increase is attributed to the RAM shortage. Roku CEO Anthony Wood had previously claimed in April that memory shortages wouldn't significantly affect the company. However, it appears the situation has changed, driving up costs. ## Competitive market Roku isn't alone in this move. Competitor Apple raised Apple TV prices by 54% to 67% last month. Even Walmart's budget Google TV alternative doubled in price. Streaming devices are becoming increasingly expensive for consumers. ## Buy before stocks run out Roku's store currently has a sale. Third-party retailers like Amazon and Best Buy haven't changed prices yet, but new prices will apply as current stocks deplete. The hikes come just a month after Fox's announcement to acquire Roku. ## Consumer reaction Price increases may particularly strain budget-conscious consumers. It's unclear whether Roku can maintain its competitive edge. The company's relationships with TV OEMs and retail partners will be crucial during this period. ## Market future These price fluctuations in the streaming device market could profoundly impact consumer choices and market dynamics. How Roku and its competitors navigate these challenging conditions will be critical for the industry's future. ## Sources covering this story - https://www.androidpolice.com/roku-jacks-up-streaming-device-prices-by-up-to-60/ — --- _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._