Roku price increase 2026: which Roku to buy now
Roku raised the price of every streaming player by $10 to $50 in July. The new prices, the sale prices that still undercut them, and the alternatives.
Roku raised the list price of every streaming player in late July 2026, blaming memory chip shortages: the Streaming Stick 4K went from $49.99 to $79.99 and the Ultra from $99.99 to $149.99. Roku and retailers still sell them close to the old prices, so buy on sale. The Streaming Stick 4K is the one to get at about $45. At full price, Amazon's Fire TV Stick 4K is cheaper.
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Prices are list prices from Roku and the reports listed; sale prices change often.
Black Friday 2026: Amazon, Best Buy and Walmart hadn't announced their Black Friday sale dates as of Oct 29. Black Friday is Nov 27, and Amazon's sale opened Nov 20 last year. Until sale prices go live, see our Black Friday deals hub.
Roku's new prices
Every Roku player went up in price at the same time, with no new hardware or features.
| Device | Old list price | New list price | Increase |
|---|---|---|---|
| Streaming Stick | $29.99 | $39.99 | +$10 |
| Streaming Stick Plus | $39.99 | $59.99 | +$20 |
| Streaming Stick 4K | $49.99 | $79.99 | +$30 |
| Ultra | $99.99 | $149.99 | +$50 |
| Streambar SE | $99.99 | $149.99 | +$50 |
List prices raised in the last week of July 2026. No new models launched with the change.
Roku confirmed the increase to Engadget and blamed memory shortages caused by AI demand. Its own store has kept listing the old prices as sale prices. On Oct 10, 2026, Roku showed the Streaming Stick at $19.99, the Streaming Stick 4K at $44.99 and the Ultra at $99.99.
Don't pay Roku's new list price. The Streaming Stick 4K is worth it at about $45, and the Ultra at about $100. At full list, the alternatives below are better value.
Everything we recommend
The picks
Roku Streaming Stick 4K
The Roku to buy for a 4K TV, as long as you pay around $45. It has Dolby Vision and the same simple menus as every Roku.
At its new $79.99 list price it costs more than Amazon's Fire TV Stick 4K Plus list price. Wait for a sale.
Roku Streaming Stick
Fine for a bedroom or kitchen TV. It plugs straight into the HDMI port and runs on the TV's USB power.
No 4K. Roku listed it at $19.99 on sale in October against a $39.99 list price.
Roku Ultra
Roku's best player, with an Ethernet port, faster Wi-Fi and a backlit rechargeable remote that can be found with a chime.
Worth it at $99.99. At $149.99 compare it with the Apple TV 4K and Google TV Streamer first.
Amazon Fire TV Stick 4K (2026)
A cheaper 4K stick if you don't mind Amazon's ad-heavy home screen. See our Fire TV Stick 4K (2026) review.
No Dolby Vision. The Fire TV Stick 4K Plus or Max adds it.
Other ways to pay less
A Roku isn't the only way to stream, and with the new prices the alternatives are worth a look.
- Walmart's Onn 4K sticks run on Google TV and cost $39.88, or $59.88 for the Onn 4K Pro.
- Apple TV 4K is now closer in price to the Roku Ultra. Our Apple TV 4K (4th gen) review covers whether it is worth the extra.
- Use your TV's built-in apps. Most TVs sold in the last few years already run Roku, Google TV, Fire TV or their own system, so a stick is only needed if those are slow or missing an app.
For the full comparison, see our guide to the best streaming device. Connecting several boxes to one TV? Our best HDMI switch guide covers the options.
Which Roku for your TV
The right Roku depends on your TV and how good the Wi-Fi is where it sits.
| Your TV | Roku to get | Good price to wait for |
|---|---|---|
| HD TV or a second TV | Streaming Stick | About $20 to $30 |
| 4K TV, Wi-Fi works well where it sits | Streaming Stick 4K | About $45 |
| 4K TV with weak Wi-Fi, or you want Ethernet | Ultra | About $100 |
| TV with weak built-in speakers | Streambar SE | Below its $149.99 list |
If your TV already runs Roku's software, you don't need a Roku player at all unless the TV is slow. Most Roku TVs get the same app updates as the players.
Questions
Is a Roku stick better than a Roku TV's built-in apps?
Only if the TV is old or slow. A Roku TV runs the same software, so a stick adds little unless it is faster than the TV's hardware.
How much did Roku prices go up?
Between $10 and $50 per device in late July 2026. The Streaming Stick went from $29.99 to $39.99, the Streaming Stick Plus from $39.99 to $59.99, the Streaming Stick 4K from $49.99 to $79.99, and the Ultra and Streambar SE from $99.99 to $149.99.
Why did Roku raise prices?
Roku blamed a shortage of memory chips and other components, as chipmakers shift production to memory for AI data centers.
Does the price increase affect the Roku I already own?
No. It only changes what new devices cost. Your Roku keeps its apps and software updates, and there is no new fee.
Are Roku TVs more expensive too?
The July increase covered Roku's streaming players and the Streambar SE. TVs with Roku software are priced by brands such as TCL and Hisense.
Can I still get a Roku at the old price?
Often, yes. On Oct 10, 2026, Roku's own store showed sale prices of $19.99 for the Streaming Stick, $44.99 for the Streaming Stick 4K and $99.99 for the Ultra, and Amazon has sold them below the new list prices.
- The Desk, "Roku raises prices of streaming devices, ongoing memory shortage blamed," July 2026
- Engadget, "Roku is increasing prices across its hardware range," Jul 25, 2026; 9to5Google, Jul 24, 2026
- eCoustics, "Roku Streaming Player Prices Jump by Up to $50," Jul 25, 2026
- SmartTVs.org, "Roku Price Increase 2026," updated Oct 10, 2026 (Roku store sale prices)
Prices and offers change often; confirm at your address before you order. How we research
Jean founded ShopHighSpeed after trying to find one straight answer about business internet in his own town. He has been a Comcast and Verizon Fios customer, and ranks providers on what they actually deliver, not on what they advertise.