Today, the $29.99 Roku Express and $39.99 Express+ (which offers composite A/V ports, in addition to HDMI), are getting upgraded. Where the Premiere used to sit, there’s a new higher-end Stick instead. Today, Roku is sunsetting its mid-tier players, the Premiere and Premiere+, finding that customers either gravitate towards the affordable Express or portable Stick, or they go all out and choose the top-of-the-line Roku Ultra. These joined Roku’s Streaming Stick, its competitor to Chromecast and Fire TV Stick. That led to the introduction of Express, Premiere and Ultra players, in both regular and plus (“+”) editions with offered expanded options – like a composite connection or better remote. When Roku rebranded its devices last year, the larger goal was to plug every hole in the streaming market, without making users feel like they had purchased an older product, because they had a “Roku 1” instead of “Roku 4,” for example. Separately, the company announced the launch of its new operating system, Roku OS 8, which includes several new features largely aimed at Roku TV users. The changes will impact both the low-to-middle tier devices, like Roku Express and Roku Streaming Stick, as well as Roku’s premium player, Roku Ultra. A year after giving its product line-up a major overhaul, today newly-IPO’d Roku announced it’s tweaking its lineup of streaming media devices yet again, this time introducing five new players featuring improved performance, wireless reception, and other features.
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