Roku blames the RAM shortage, after its CEO called it “great” for business in May. Roku blames the RAM shortage, after its CEO called it “great” for business in May. Roku is raising the prices of its streaming sticks and devices by up to 60%.

Roku has updated its website with the new prices. It is currently still selling its streaming players at the old recommended retail prices, but presents them as promotional prices. The new prices are: Roku Streaming Stick: $40 (previously $30) Roku Streaming Stick Plus: $60 (previously $40) Roku Streaming Stick 4K: $80 (previously $50) Roku Ultra: $150 (previously $100) Roku Streambar SE: $150 (previously $100) Roku is even raising the price of a bundle that includes a Streaming Stick Plus and a one-month Fox One subscription.

As recently as July 20, Roku listed the bundle at a retail price of $60 and a promotional price of $25, according to the Internet Archive’s Wayback Machine. The bundle now has a recommended retail price of $80 and… The most significant signals to emerge so far point to competitive pressure and demand. For companies, the issue is not only volume growth: the quality of revenue, the resilience of the customer portfolio and the sustainability of the net margin in the next quarter also matter.

In the short term, commercial execution remains the decisive lever: entry timing, channels and market selection could determine the difference between expansion and margin compression. The new prices are: Roku Streaming Stick: $40 (previously $30) Roku Streaming Stick Plus: $60 (previously $40) Roku Streaming Stick 4K: $80 (previously $50) Roku Ultra: $150 (previously $100) Roku Streambar SE: $150 (previously $100) Roku is even raising the price of a bundle that includes a Streaming Stick Plus and a one-month Fox One subscription. As recently as July 20, Roku listed the bundle at a retail price of $60 and a promotional price of $25, according to the Internet Archive’s Wayback Machine.

The bundle now has a recommended retail price of $80 and a promotional price of $45. When I tried to purchase the devices at their “promotional prices,” Roku’s store imposed a limit of three units per model. Other retailers will continue selling the devices at the lower prices while supplies last, The Desk reported today.

Roku is raising prices in response to a shortage of memory and “other components, caused by the artificial intelligence boom,” The Desk reported, citing a “Roku executive.” This marks a reversal from May, when Roku founder and CEO Anthony Wood said the memory shortage was “great” for Roku. During an investor call, Wood said the Roku TV operating system “requires significantly less memory and storage” than those of its competitors b…For companies, the issue is not only volume growth: the quality of revenue, the resilience of the customer portfolio and the sustainability of the net margin in the next quarter also matter. The most significant signals to emerge so far point to competitive pressure and demand.

In the short term, commercial execution remains the decisive lever: entry timing, channels and market selection could determine the difference between expansion and margin compression.