Roku's Price Hike: A Cautionary Tale in a Market Gone Mad Roku has raised prices across its hardware range, sparking a mixed reaction from the market. The price hike sees the Roku Ultra now costing $150 instead of $100.
According to sources, this decision is designed to address growing pains caused by the AI boom.
However, the move also raises questions about the sustainability of the streaming market and whether companies like Roku can continue to justify their prices in a world where consumers are increasingly cost conscious.