# Roku hikes streaming device prices by as much as $50

Roku has increased the prices of its streaming hardware by up to $50. The price hike affects several models in its lineup, including the Roku Ultra and Roku Express. This matters because Roku is a leading streaming platform, and the increase may push consumers to consider rivals like Amazon Fire TV or Apple TV.

**Importance:** 3/5

## Sources

### Technology
- [The Verge](https://www.theverge.com/streaming/970814/roku-streaming-price-increase) — 2026-07-24T14:07:19-04:00
- [Ars Technica](https://arstechnica.com/gadgets/2026/07/roku-raises-streaming-stick-prices-by-up-to-60-percent/) — Fri, 24 Jul 2026 19:41:06 +0000