Overview
- Roku updated U.S. list prices for its streaming devices in late July, with examples including the Streaming Stick 4K rising from about $50 to $80 and the Roku Ultra from about $100 to $150.
- A Roku executive told reporters that shortages of DRAM and flash memory and other components driven by surging AI compute demand are the reason for the higher list prices.
- Roku’s online store and some retailers are still selling remaining inventory at the previous MSRPs labeled as temporary sale prices, often with per-customer purchase limits until stock runs out.
- The move contrasts with CEO Anthony Wood’s recent statements that memory shortages favored Roku’s low-cost position and comes after Fox announced a pending $22 billion acquisition of the company that is still subject to approval.
- Industry-wide memory supply pressure has pushed other vendors to raise prices and could lead to similar international price changes, with the shift reducing the affordability that helped define Roku’s consumer appeal.