Roku IncRoku raised device prices due to memory chip shortage, which may hurt demand.

Roku has increased prices across its streaming hardware lineup, with some devices seeing hikes of as much as $50 as the company grapples with the ongoing global memory shortage. The Roku Ultra and Roku Streambar SE now retail for $149.99, up from $99.99, while the Streaming Stick 4K rose to $79.99 from $49.99, the Streaming Stick Plus to $59.99 from $39.99, and the entry-level Streaming Stick to $39.99 from $29.99. A Roku executive told The Desk that the higher prices were driven by the continuing shortage of memory chips, which is expected to persist through 2027 and beyond, exacerbated by chipmakers prioritizing production for artificial intelligence applications. The move reflects broader cost pressures across the technology industry, with Apple also increasing prices for several products including its Apple TV streaming device earlier this year. The price revisions come weeks after Fox Corporation announced plans to acquire Roku, as the streaming platform company navigates higher hardware costs alongside a major ownership change.
Roku IncRoku raised device prices due to memory chip shortage, which may hurt demand.
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