Google has raised the price of its Google TV Streamer by $50, bringing the 4K streaming box to $149.99. The increase is live at the Google Store and Best Buy, though Amazon is still listing the device at its original $99 price. The move comes just a few weeks after Google introduced its Pixel 11 smartphones with a $100 price increase over the Pixel 10, suggesting a broader trend toward higher hardware prices across the company's consumer electronics lineup.

What happened

The Google TV Streamer, launched in 2024 as the successor to the Chromecast with Google TV, now costs more than many competing devices. It combines streaming with a smart home hub, featuring Matter support and a Thread border router, making it a central piece of Google's smart home strategy. Google has also stopped selling the older Chromecast with Google TV in its online store, leaving the Streamer as the company's only first-party streaming device.

The price hike was first reported by The Verge, which noted that it is not the only streaming device getting more expensive. Component shortages have been driving up prices on everything from laptops to game consoles, and streaming hardware has been caught in the same wave.

"It isn't the only streaming device getting more expensive – component shortages have been driving up prices on everything from laptops to game consoles," The Verge reported.

Industry-wide price increases

Google's move follows similar actions by other streaming hardware makers. Roku is raising hardware prices by up to 50%, according to PCMag. Amazon increased prices on its Fire TV devices earlier this month. Apple has also adjusted Apple TV pricing in some markets. Android Central reports that Walmart has doubled the price of its cheapest Google TV stick, which previously sold for around $20. These increases are hitting consumers as streaming services also raise monthly subscription fees.

PCWorld's headline "Google's video streaming strategy has backfired" captures the sense that Google's shifting approach to streaming hardware is causing confusion and frustration among consumers. The company originally positioned Chromecast as an affordable way to make any TV smart; the Google TV Streamer at $149.99 is a much bigger investment.

Deals and alternatives

Despite the price increase, there are still ways to get a Google TV device for less. Android Headlines notes that YouTube TV has slashed the Google TV Streamer's price in half for subscribers in the U.S., offering it for $74.99. T-Mobile's new TVision Hub, which runs Google TV, is available for just $50. Walmart's Onn 4K Plus has outperformed the Google TV Streamer in benchmark tests, according to Notebookcheck, and costs around $50. Xiaomi's Mi Box 4S Pro offers 8K support at roughly the same price in China.

Whistleout Australia highlighted that the Google TV Streamer is now available in Australia, but with a higher price tag than the Chromecast it replaces. Good Housekeeping includes the streamer among the best streaming devices of 2025, but the value proposition has weakened with the new pricing.

Why now?

Google hasn't publicly explained the increase, but the broader economics of hardware are clear. Streaming device makers are facing higher costs for chips, memory, and manufacturing. At the same time, subscription growth is slowing, and companies are looking for new revenue from hardware sales. For years, streaming sticks were sold at thin margins or even at a loss to drive subscribers to services. That model is giving way to one where devices are priced to be profitable on their own.

There may also be a strategic element. Google has been focusing on its AI-powered ecosystem, and the Google TV Streamer is designed to integrate with Google Home, Nest cameras, and other devices. AndroidPure noted that Nest camera prices are also rising, suggesting a coordinated approach to monetizing Google's hardware lineup.

What consumers should consider

If you're in the market for a streaming device, the Google TV Streamer's $149.99 price puts it in a premium category. The Apple TV 4K starts at $129, while the Roku Ultra is around $99. Cheaper options from Roku, Amazon, Walmart, and Xiaomi deliver 4K HDR for less than $60. The best choice depends on whether you value the Google TV interface, smart home integration, and ambient features enough to pay the premium.

For now, existing Google TV Streamer owners aren't affected, and the device remains a solid performer. But new buyers may want to compare it against the growing field of budget alternatives, or wait for a sale. As the streaming hardware market reprices itself, consumers will need to be more careful than ever about what they spend on a box that turns their TV into a smart TV.