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Roku Is Increasing Prices Across Its Hardware Range
Engadget • • technology
Key Points:
- Roku is increasing prices across its hardware lineup, with devices now costing up to $50 more, including the Roku Ultra rising from $100 to $150 and the basic Streaming Stick from $30 to $40.
- The price hikes are attributed to rising memory costs and component shortages driven by the AI boom, according to a company executive.
- Roku CEO Anthony J. Wood previously noted that the company's devices use less memory and cheaper parts than competitors, expecting to be less affected by rising costs.
- Despite initial expectations, the price increases indicate that Roku's first-party hardware is also impacted by the memory shortage, leading to significant price adjustments.
- The company anticipates that higher memory costs for competitors could attract more manufacturers to Roku's platform, potentially benefiting its broader business.
