Nvidia announced an immediate price increase for its Shield TV Pro, effective October 2, moving the streaming device from its launch price of $199.99 to $299.99. The company attributed this 50% price hike to a significant rise in the cost of components, specifically memory, across the technology industry. An Nvidia spokesperson confirmed the change to Ars Technica, stating that "The cost of components, including memory, has increased substantially across the industry."
The Shield TV Pro, which debuted in October 2019, has not received a hardware refresh since its initial release. Despite its age, the device continues to be produced and supported with software updates. It features a Tegra X1+ processor, 3GB of RAM, and 16GB of internal storage, supporting 4K HDR with Dolby Vision. These specifications remain unchanged with the new pricing.
The price increase extends beyond the United States, with reports indicating a similar €100 increase in European markets like the Netherlands and Belgium, bringing the price to €299. The updated pricing is already reflected on major retail platforms such as Amazon and Best Buy.
Alongside the price adjustment for the Shield TV Pro, Nvidia has also discontinued the standard Shield TV model. This base model, which launched at $149, has reportedly been out of stock for several months, leaving the Pro version as the sole Shield-branded streaming device available from the company.
Industry analysts suggest that the escalating demand for memory components, largely driven by the expansion of artificial intelligence technologies, is a primary factor behind these rising hardware costs. The supply of older memory types, such as DDR4 and LPDDR4, has been constrained since late 2025. This trend has impacted other streaming devices as well, with Google TV Streamer and Apple TV 4K also experiencing price increases earlier this year. Nvidia, a major player in the AI sector, is significantly invested in the technologies driving this increased memory demand.