Roku hikes streaming device prices up to 60 percent

Roku has implemented significant price increases across its lineup of streaming hardware, with some devices rising by as much as $50 or 60 percent. The company has quietly updated the manufacturer's suggested retail prices (MSRPs) on its website this week, citing shortages and rising costs for memory and other components driven by demand from the artificial intelligence industry.

The price adjustments affect all current-generation models. The entry-level Roku Streaming Stick increased from $30 to $40. The Streaming Stick Plus rose from $40 to $60, and the Streaming Stick 4K went from $50 to $80. The premium Roku Ultra and the Roku Streambar SE both saw the largest jumps, increasing from $100 to $150 each. The company also raised the price of a bundle including a Streaming Stick Plus and a one-month subscription to Fox One, which had an MSRP of $60 as recently as July 20 and is now listed at $80.

A Roku executive confirmed the increases are a direct response to component shortages, marking a shift from earlier company statements. In an earnings call earlier this year, Roku CEO Anthony Wood had suggested that the company's efficient use of memory would give it a cost advantage...