Google has raised the price of the Google TV Streamer 4K in the US from $99.99 to $149.99, an increase of about 50%; the adjustment is effective at Google Store and Best Buy, with the company attributing the reason to rising component costs.

The Google TV Streamer was launched in 2024 as a successor to Chromecast with Google TV, featuring 4GB of RAM and 32GB of storage. This price increase comes without any hardware specification updates, meaning consumers are paying an official price that is about 50% higher than at launch for the same generation product.

Google has also raised the official prices of five Nest cameras and doorbells in the US. The battery version of Nest Cam increased from $179.99 to $199.99; the second-generation wired outdoor camera from $149.99 to $199.99; and the third-generation wired indoor camera from $99.99 to $129.99.

The third-generation wired Nest Doorbell and the battery version of Nest Doorbell both increased from $179.99 to $199.99. The Nest Cam with Floodlight kit remains at $279.99, while the second-generation Nest Hub, Nest Thermostat, fourth-generation Nest Learning Thermostat, and Google Home Speaker have not yet had their prices adjusted.

Google stated that starting from August 31, it adjusted the prices of "some" Nest cameras, doorbells, and the Google TV Streamer 4K in the US, emphasizing that it will continue to provide smart home security services and feature updates. Some inventory at third-party retailers like Amazon still shows the original price of $99.99, indicating a time lag in channel price updates.

From a market mechanism perspective, Google is transferring the costs of storage, memory, and other electronic components to end consumers. Buyers at official stores and Best Buy will bear the new prices, while Amazon and other retailers holding old inventory may attract price-sensitive consumers in the short term; the beneficiaries are Google, which can maintain hardware gross margins, and channel partners with low-priced stock, while the pressure is on Google TV Streamer, which uses low-priced streaming hardware to attract users into its content and advertising ecosystem, now facing direct competition from Apple TV, Roku, and Amazon Fire TV at the $150 price point.

Source: Public Information