Roku increases prices on streaming devices by as much as $50.

Roku has raised the prices on its streaming devices, with the entry-level HD Streaming Stick now costing $39.99, up from $29.99. This price increase extends to all of Roku’s products, with some devices seeing hikes of up to $50. Here’s a summary of the new prices:

* Streaming Stick: $29.99 to $39.99
* Streaming Stick Plus: $39.99 to $59.99
* Streaming Stick 4K: $49.99 to $79.99
* Roku Ultra: $99.99 to $149.99
* Roku Streambar SE: $99.99 to $149.99

Currently, Roku is running a sale that offers some devices at their previous prices. A Roku executive mentioned that the ongoing memory shortage is driving these price adjustments, which are expected to continue through 2027 and beyond, as memory manufacturers focus on meeting the demands of AI companies. In a similar move, Apple also increased prices for its devices, including the Apple TV set-top box, back in June.