Roku’s Ultra and Sticks No Longer Deliver Real Value

Top pick: Buy the Google TV Streamer, not Roku Ultra

A streaming device buying guide compares set-top boxes and sticks on price, performance, and features to show which product gives the strongest streaming device value for your money after recent price changes. Roku streaming devices used to be easy recommendations at the low and high end, but steep price hikes and frozen hardware have shifted the balance of value toward competing platforms.

For most people, the clear pick now is the Google TV Streamer at USD 100 (approx. RM460). It delivers premium hardware and a more flexible platform for much less than Roku’s new flagship price. Roku’s Ultra box has leapt from USD 100 (approx. RM460) to USD 150 (approx. RM690) without new features, a 50% Roku price hike driven by RAM supply issues from the AI boom rather than any upgrade you can see or use. According to one report, "Roku has raised the prices of its streaming devices by USD 10 (approx. RM46) to USD 50 (approx. RM230) in response to the ongoing memory shortage driven by the global AI boom." At these prices, Roku Ultra no longer earns the top spot.

Roku Ultra vs Google TV Streamer: Where the value went

At its original USD 100 (approx. RM460) price, Roku Ultra was a standout: a fast, reliable set-top box with 32GB of storage, 3GB of RAM, Dolby Vision and Dolby Atmos support, Ethernet, and a USB port for local media. It was often discounted to around USD 75 (approx. RM345), undercutting more expensive boxes while still feeling premium. Today, the same Roku Ultra hardware costs USD 150 (approx. RM690) with no new specs or features to soften the blow.

The Google TV Streamer matches that 32GB of storage, increases RAM to 4GB, and supports Dolby Vision, Dolby Atmos, and HDR10+ at USD 100 (approx. RM460). It also adds a Gigabit Ethernet port, giving up to 10 times the bandwidth of Roku Ultra’s 10/100 Ethernet port for heavy downloads, local streaming, or cloud gaming. Because it runs Google TV on Android, you can sideload apps and install custom launchers, something Roku OS does not allow. With Roku Ultra now at USD 150 (approx. RM690) and Google TV Streamer at USD 100 (approx. RM460), the better streaming device value clearly sits with Google’s box.

Roku sticks used to be the budget kings. Not now.

Roku’s appeal was always about low-friction streaming at low prices. That story has changed. The basic Roku Streaming Stick has gone from USD 30 (approx. RM138) to USD 40 (approx. RM184), a 33% increase that wipes out much of its budget charm. The Roku Streaming Stick Plus has climbed from USD 40 (approx. RM184) to USD 60 (approx. RM276), while the Roku Streaming Stick 4K has surged from USD 50 (approx. RM230) to USD 80 (approx. RM368). Even the Streambar SE soundbar/streamer now sits at USD 150 (approx. RM690), up from USD 100 (approx. RM460).

These Roku price hikes arrive without corresponding feature bumps across the line-up. At the same time, budget streaming alternatives remain compelling. One low-cost Google TV stick from a major retailer rose from USD 15 (approx. RM69) to USD 30 (approx. RM138), yet it still undercuts Roku’s USD 40 (approx. RM184) Streaming Stick while offering a modern Google TV interface. Fire TV Stick and Fire TV Stick 4K Max compete strongly at the same class, and Roku Ultra’s own spec sheet admits the Fire TV Stick 4K Max trails it on RAM and storage, not price. When your competitors now give comparable or better experiences for less, the value story moves away from Roku.

Is any Roku device still worth it?

Despite everything, Roku streaming devices are not bad products. Roku OS is fast, straightforward, and gives access to thousands of apps, including many free options. The Roku Channel adds a wide range of on‑demand movies, TV shows, and more than 500 free live TV channels, which has been a key draw for Ultra users. Ads are present, but Roku OS tends to feel less aggressive than some rivals, and you can adjust ad preferences to limit sensitive content.

You also benefit from a platform with streaming hardware experience going back to its first device in 2008, which gives some confidence in long-term support. According to one analysis, "investing in a Roku streaming device is worth it when you consider the manufacturer’s long-standing marketplace presence." The problem is not capability, but pricing. At former levels, Roku Ultra and the budget sticks were easy to recommend. After a 50% jump for Ultra and double‑digit rises for the sticks with no feature gains, most buyers now get better streaming device value from alternatives like the Google TV Streamer and rival sticks.

Buy if / Skip if

• Buy the Google TV Streamer if you want the best overall streaming device value at around USD 100 (approx. RM460) with 32GB storage, 4GB RAM, and Gigabit Ethernet.
• Skip the Roku Ultra if you are price-sensitive, because its jump from USD 100 (approx. RM460) to USD 150 (approx. RM690) gives you no new hardware or features in return.
• Buy the Roku Ultra if you value Roku OS, The Roku Channel, and built-in USB and Ethernet enough to pay a premium over cheaper boxes.
• Skip the Roku Streaming Stick if you were expecting a rock-bottom entry point, as its 33% hike from USD 30 (approx. RM138) to USD 40 (approx. RM184) erodes its budget appeal.
• Buy the Roku ecosystem if you want a mature platform with thousands of apps, lighter-feeling ads, and fine-grained ad preference controls.
• Skip the entire current Roku line-up if you can still find prior-generation Roku hardware at the older prices or discounted stock from third-party retailers.
• Skip the Roku Streaming Stick 4K if you are comparing it at USD 80 (approx. RM368) against more capable or flexible alternatives that sit closer to USD 100 (approx. RM460).