Upgrade your TV setup without digging deeper into your wallet

Roku has hiked prices across every single one of its streaming sticks in the US, with some gadgets jumping by as much as 60%. These popular devices plug into the HDMI port at the back of your telly, bringing boxsets and blockbusters from thousands of streaming services, as well as games and social media apps to the big screen.

If you don't have a newer Smart TV with access to all of these streamers, apps, and games, Roku brings everything you need to the big screen — and in a slimline package that you can take with you on holiday or business trips.

As well as the lightweight, portable design and simple, easy-to-navigate operating system (something Roku might be jeopardising) one of the biggest draws of these gadgets is the affordable price tag.

But an executive from Roku confirmed to The Desk the company made the "tough decision" to raise hardware prices to deal with shortages in memory and other components caused by the Artificial Intelligence (AI) boom. Data centres are gobbling up memory supplies faster than manufacturers can make them — pushing costs through the roof.

And several popular items have already been affected this year. Apple's entry-level MacBook Neo has undergone a higher price only a couple of months after its release. Sony's PlayStation 5 consoles experienced a second price hike within a year. The founder of British start-up Nothing also confirms that smartphone prices will rise this year.

At the time of writing, no price rises have been announced in the UK, but with RAM shortages affecting tech companies globally, this could change soon. GBN Tech has approached representatives from Roku for comment on this story, and we'll update our coverage as soon as we hear back.

Here's how the new prices break down across the full lineup in the US.

The Streaming Stick 4K took the biggest hit, soaring from $50 to $80 — that's a 60% increase on what was one of the most affordable 4K streaming options available. The flagship Roku Ultra jumped from $100 to $150, and the Streambar SE saw an identical rise, also climbing from $100 to $150.

The Streaming Stick Plus went from $40 to $60, a 50% price bump.

Even the most basic device in the range, the entry-level Streaming Stick, now costs $40 rather than $30 — a 33% per cent increase. And prices may not fall anytime soon. The memory shortage is projected to continue well into 2027 as chipmakers keep funnelling high-bandwidth memory towards AI servers.

The increases are a pivot from previous company communications. What makes these increases particularly striking is that Roku's CEO had been telling investors the company would weather this storm better than anyone else.

During the firm's first-quarter earnings call in April, CEO Anthony Wood said: "As memory prices go up, the bill of materials advantage that we have versus our competitors gets bigger. You know, the price difference expands; that attracts TV OEMs and retail partners, that's good for our business. It helps us win more accounts and win more retail placements."

All of this comes as Fox agreed to buy Roku for $22 billion (£16.4 billion) in June, with the deal expected to complete in the first half of 2027.

If you're looking to upgrade your TV streaming setup before a price rise announcement hits the UK, now is an ideal time. Amazon has marked down several of Roku's devices.

The Roku Streaming Stick HD is on sale for £21.93 — was £31.

Roffers access to over 25,000 apps, games, and streaming services stocked in the Roku Channel Store. Picture quality tops out at 1080p HD on this model, so those who have treated themselves to a 4K Ultra HD display and want to take full advantage of the additional pixels included in that display should look at a more expensive model.

Roku has also bundled a voice-enabled remote control in this device. Press the microphone button and speak into the remote control to change the volume, switch your flat-screen TV on or off, search for films from your favourite director, or open a specific app.

However, if you want to stream in 4K Ultra HD, you'll need to purchase the Roku Streaming Stick Plus. This upgraded model arrives with support for vivid HDR colour via format standards like HDR10, HDR10+, and HLG. Like its cheaper counterpart, you'll find a voice-enabled remote control in the box.

The Plus model also features better Wi-Fi standards (802.11ac) compared to the basic version.

Save £8 on the Roku Streaming Stick HD from Amazon

The 2025 Roku Streaming Stick is an affordable set-top box with a compact design, voice control, HD streaming, and personalised recommendations that get smarter the more you watch. Easy to install and powered directly by your TV, it delivers a streamlined experience with thousands of much-loved streaming services

Save £10 on the Roku Streaming Stick 4K from Amazon

The Roku Streaming Stick 4K is a compact, powerful streaming device that plugs directly into your TV’s HDMI port. It supports stunning 4K resolution, HDR10+, and Dolby Vision for vivid picture quality. With fast Wi‑Fi performance and a voice remote that controls your TV, it offers an easy and seamless way to stream all your favourite shows across platforms like Netflix, Disney+, and Prime Video

However, if you're looking to invest a little more, the Streaming Stick 4K is another option that's also on sale for £39.99 — was £49.99.

Both sticks support 4K HDR viewing and Roku’s clean, easy‑to‑use interface. But if Dolby Vision, better future support, and enhanced connectivity matter to you—and you're willing to invest a bit more—the Streaming Stick 4K may run a bit faster and for longer. Otherwise, the Streaming Stick Plus delivers great core features at a lower price.

Compared to rivals, Roku's new offerings are competitively priced, with the entry-level Streaming Stick (£29.99) undercutting Amazon's Fire TV Stick HD (£39.99).

The Streaming Stick Plus (£39.99) matches the price of Amazon's Fire TV Stick HD while offering 4K capabilities. Both significantly undercut Google's TV Streamer, which costs £99 but offers some additional features, like an Ethernet port for a wired internet connection.