Nvidia Raises Shield TV Pro Price to $299.99

Nvidia raised the U.S. list price of its Shield TV Pro streaming device from $199.99 to $299.99 on October 2, 2026, and said it has stopped producing the standard Shield TV model. The $100 increase lifts the Pro’s price by 50% from its launch level. Nvidia attributed the change to substantially higher component costs, including memory, but the supplied information does not independently establish the extent or cause of those cost increases. The company said it would focus production on the Pro after ending production of the standard model, which also launched in 2019. The announcement changes the lineup rather than introducing a new version: reports say the Pro remains based on the Tegra X1 generation, and Nvidia announced no accompanying hardware refresh with the price increase. The Shield TV Pro has remained on sale for about seven years, an unusually long period for consumer electronics. Its features include video-format support, AI-enhanced upscaling and the ability to serve as a Plex media server.