Roku just raised its prices. Hard.
We are talking up to a 60% jump on the hardware. It is not a subtle tweak. It is a direct hit to the wallet, pushing the flagship devices into territory they haven’t visited since their launch. The culprit? A global chip shortage everyone is calling RAMageddon.
Why are Roku devices suddenly so expensive?
The supply chain for memory chips is choked. AI tools need massive amounts of RAM. Manufacturers are diverting stock to feed that beast. Consumer electronics get squeezed.
Roku isn’t the only one hurting. Apple already hiked the price of its 4K TV from $129 to $189 (and $239 for the bigger storage model). Roku is just following the trend, though it feels sharper here because their baseline was so low.
Here is the new price reality:
- Roku Ultra: Jumps from $100 to $139.
- Streambar SE: Also hits $139, up from $119.
- Streaming Stick 4K: This is the kicker. It goes from $50 to $79.
That 60% increase on the stick is brutal. It was the entry-level darling for a reason. Now it costs almost as much as some mid-tier competitors did years ago.
“Undoubtedly the best Roku yet,” I wrote in my review of the Ultra. But that review assumed a $100 price tag.
When the Ultra hits $139, the value proposition fractures. For context, the Google Streamer sits at $99. It does the same job, often with a sleeker interface. If you were waiting to buy the Ultra, the math no longer favors Roku. Not at $139.
Is it worth upgrading to Roku Ultra at the new price?
Probably not. Unless you need the specific inputs on the Ultra or have a very specific remote setup, the Google Streamer looks better on paper now. It stays at $99 while Roku climbs.
The website currently lists the old prices as “limited time.” This is a classic retailer trap. They are letting you hover over the buy button while the clock ticks. There is no date listed for when the new prices hit. It is ambiguous by design.
Roku controls about 100 million households. They are a behemoth. Fox just bought them for $22 billion, so they have the capital to absorb some pain. But they are passing it to you.
No one from Roku commented on the shift. They likely don’t need to. The chips are gone. The prices are what they are.
If you see a Streaming Stick 4K for $50 in stock somewhere? Grab it. You might not get another chance.
