Roku Increases Streaming Device Prices Up To 60%

Roku announced price increases for its streaming devices, with some models seeing hikes of up to 60%. The company updated its website to reflect the new pricing structure. As of the announcement, the Roku Streaming Stick now costs $40, an increase from its previous $30 MSRP. The Roku Streaming Stick Plus has been raised to $60 from $40, and the Roku Streaming Stick 4K is now priced at $80, up from $50. Higher-end devices also saw substantial increases, with the Roku Ultra moving from $100 to $150, and the Roku Streambar SE increasing from $100 to $150. These price adjustments affect both the Manufacturer's Suggested Retail Price (MSRP) and sale prices for the devices. Even a bundle including a Streaming Stick Plus and a one-month subscription to Fox One has seen its price rise. Previously listed at $60 with a sale price of $25 on July 20, this bundle now has an $80 MSRP and a $45 sale price, according to data from the Internet Archive's Wayback Machine. The company has not provided specific reasons for these price adjustments.