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Roku raises streaming stick prices by up to 60 percent
Ars Technica • • technology
Key Points:
- Roku is increasing prices for its streaming sticks and boxes by up to 60 percent, with new MSRPs ranging from $40 for the Streaming Stick to $150 for the Roku Ultra and Streambar SE.
- The company attributes the price hikes to shortages in memory and other components driven by demand related to artificial intelligence development.
- Despite earlier statements by CEO Anthony Wood that memory shortages benefited Roku due to its lower bill of materials, the company is now adjusting prices to manage supply challenges.
- Other retailers continue to sell Roku devices at previous lower prices until inventory runs out, and Roku is limiting purchases to three units per model at sale prices on its website.
- The price increases follow Fox's announcement to acquire Roku for $22 billion, a deal expected to close in 2027 pending approvals.
