* Streaming * Entertainment * News # Roku raises streaming hardware prices by up to $50 The Roku Ultra now costs $149.99, up from $99.99. The Roku Ultra now costs $149.99, up from $99.99. by Emma Roth Jul 24, 2026, 6:07 PM UTC If you buy something from a Verge link, Vox Media may earn a commission. [See our ethics statement.](https://www.theverge.com/ethics-statement) __T_ he Roku Ultra._ Image: Roku [Part OfRAM price hikes: the latest on the global memory shortagesee all updates ](/news/839353/pc-ram-shortage-pricing-spike-news) [](/authors/emma-roth) Emma Roth is a news writer who covers the streaming wars, consumer tech, crypto, social media, and much more. Previously, she was a writer and editor at MUO. Roku has increased prices across its streaming hardware, with the cheapest HD Streaming Stick now priced at $39.99 instead of $29.99, [as first reported by _The Desk_](https://thedesk.net/2026/07/roku-raises-prices-memory-component-shortages-blamed/?utm_source=mailpoet&utm_medium=email&utm_source_platform=mailpoet#google_vignette) _._ The price hike affects all of Roku’s other devices as well, with some increasing by as much as $50. Here’s a rundown of the changes: * [**Streaming Stick**](https://www.anrdoezrs.net/links/8836598/type/dlg/https://www.roku.com/products/players/roku-streaming-stick)**:** $29.99 to $39.99 * [**Streaming Stick Plus:**](https://www.anrdoezrs.net/links/8836598/type/dlg/https://www.roku.com/products/players/roku-streaming-stick-plus) $39.99 to $59.99 * [**Streaming Stick 4K**](https://www.anrdoezrs.net/links/8836598/type/dlg/https://www.roku.com/products/players/roku-streaming-stick-4k)**:** $49.99 to $79.99 * [**Roku Ultra:**](https://www.anrdoezrs.net/links/8836598/type/dlg/https://www.roku.com/products/players/roku-ultra) $99.99 to $149.99 * [**Roku Streambar SE**](https://www.anrdoezrs.net/links/8836598/type/dlg/https://www.roku.com/products/players/roku-streambar-se)**:** $99.99 to $149.99 Roku is currently holding a sale that puts some devices at their original prices, which you can see [on this archived web page](https://web.archive.org/web/20260720031140/https://www.roku.com/products/players). Fox [announced plans to acquire Roku last month](/business/949727/fox-roku-acquisition-22-billion). A Roku executive who spoke with _The Desk_ cited the ongoing memory shortage as the reason for the price changes. The shortage is [expected to last through 2027](/ai-artificial-intelligence/914672/the-ram-shortage-could-last-years) and [beyond](https://www.pcmag.com/news/a-leading-supplier-warns-memory-shortage-to-last-until-2030), and comes as memory makers [prioritize demand](/news/837594/crucial-ram-ssd-micron-ai) from AI companies. Apple similarly raised prices across its devices, [including its Apple TV set-top box](/tech/956903/apple-price-increase-2026-macbook-ipad-mac-home-vision-pro), in June. **Follow topics and authors** from this story to see more like this in your personalized homepage feed and to receive email updates. * Emma Roth * Entertainment * News * Streaming