Roku Price: Retail, Deals & Price History

A Roku is a streaming device that plugs into your TV and gives you apps such as Netflix, YouTube, and The Roku Channel. The cost has two parts: a one-time price for the hardware, and whatever you pay for the streaming services you choose to watch. Roku itself does not charge a subscription to use its player.

Roku raised the list prices of its streaming players in July 2026, which makes older price guides out of date. The figures below come from eCoustics and were last checked on Oct 12, 2026. They are list prices set by Roku, and individual stores may charge differently.

Roku sells several players, and the price depends on picture quality, speed, and extras such as a remote with a headphone jack or a rechargeable battery. The table shows the current US list price for each model.

The cheapest option is the basic HD Streaming Stick, which suits a smaller or older TV. The 4K models cost more and make sense only if your TV supports 4K. The Roku Ultra is the top player and carries the highest price. The Streambar SE is a different kind of product: a soundbar that also works as a streaming player, so you get better TV audio and streaming in one box.

Using a Roku player costs nothing per month. You pay once for the device, and you can watch free apps and live channels without a Roku subscription. The Roku Channel offers free, ad-supported movies, shows, and live TV.

Monthly costs come from the services you add. Netflix, Disney+, Max, and similar apps charge their own subscription fees, and those prices are set by each service. They are the same whether you watch on a Roku or on another device. If you want to cut your monthly bill, the cheapest approach is to start with the free channels and add paid services one at a time.

In July 2026, Roku raised the list price of its streaming players. The table compares the earlier price of each model with its price today.

The old prices are what Roku charged before the increase. For example, the Roku Streaming Stick moved from $29.99 to $39.99, and the Roku Ultra moved from $99.99 to $149.99. If you see a store still selling at an old price, it may be remaining inventory.

• Model. Entry-level sticks cost the least, and the Ultra costs the most.
• Resolution. 4K models cost more than HD models. Check what your TV supports before paying extra.
• Remote features. Higher-end players include a remote with extras such as voice control and a headphone jack.
• Where you buy. Retailers sometimes run sales that bring the price under list price. Because those deals change often, check the seller directly.
• Bundles. A TV with Roku built in removes the need for a separate player altogether.

The Streaming Stick is small, plugs into an HDMI port, and is enough for most people who want to watch apps on a single TV. It uses less space and suits a bedroom or a guest room.

The Roku Ultra is a box with more features and stronger performance, and it fits the main TV in a home theater setup. It costs more than any stick, so it makes the most sense if you want the best speed and remote features, or if you care about the extras Roku includes in this model.

Roku competes with Amazon Fire TV, Google TV Streamer, and Apple TV. Roku's selling points are a simple interface and a wide selection of apps, and it does not favor a single company's store. Others tie closer to their own ecosystems. Compare current prices on each brand's site, since list prices and sales shift often.

If you have an older TV without smart features, a Roku is a low-cost way to add streaming apps. If your TV already has a good smart interface, a separate player may add little. A new TV with Roku built in can also remove the need to buy a player at all.

• Does your TV support 4K or HDR? If it does not, a cheaper HD model is enough.
• Which HDMI port is free, and does it fit a stick?
• Is Wi-Fi strong where the TV sits? A weak signal causes buffering, no matter which player you buy.
• Which apps do you need? Roku carries most major services, but confirm that yours is listed.
• Where is the lowest current price? Compare Roku's own site with large retailers.