Roku, a leading name in streaming media players, has quietly discontinued its popular Roku Streambar, a hybrid soundbar and streaming device, in parts of Europe, including the United Kingdom. The move, which appears to have taken effect sometime after March 2025, marks a significant shift in Roku’s product strategy in the region. According to the Wayback Machine, the Streambar was removed from the Roku’s official European online stores for multiple countries earlier this year, with the company now seemingly focusing exclusively on its three Roku Streaming Sticks and its expanding lineup of smart TVs.
This also comes as Roku did not bring its new 2024 Roku Ultra to European countries and instead focused on its soundbars and streaming sticks.
The Roku store in the United Kingdom as of June 2025:
The Roku Streambar, priced at approximately $129.99 in other markets, is a versatile all-in-one device that combines 4K HDR streaming capabilities with enhanced audio, making it a favorite among cord-cutters seeking a compact solution for both entertainment and sound quality. Its discontinuation in Europe has left consumers with fewer options for integrated streaming and audio devices from Roku, raising questions about the company’s direction in the region.
Roku’s official European store now lists only its three Streaming Stick models: the Roku Streaming Stick, Streaming Stick Plus, and Streaming Stick 4K. Also notably absent is the Roku Ultra, a high-end set-top box released in 2024 that offers advanced features like Ethernet connectivity and USB ports for local media playback. Despite its availability in other markets, the 2024 Roku Ultra has not been introduced in Europe, further signaling Roku’s pivot away from set-top boxes in favor of slimmer, more compact streaming sticks and its growing smart TV portfolio.
The shift aligns with Roku’s recent announcements regarding its 2025 lineup of Roku-made smart TVs, including the Select, Plus, and Pro Series, which became available at major retailers like Best Buy, Walmart, Target, and Amazon in the United States. These TVs, starting at under $130, integrate Roku’s user-friendly operating system with enhanced hardware features like mini-LED backlighting and Dolby Atmos support, positioning them as a cornerstone of the company’s European strategy.
Industry observers speculate that Roku’s decision to discontinue the Streambar and forego the Ultra’s European release reflects a strategic streamlining to compete in the increasingly crowded European smart TV market. The rise of competitors like Amazon’s Fire TV and Google TV, which offer robust voice assistants and ecosystem integration, may have prompted Roku to double down on its strengths in affordable streaming sticks and smart TVs with features like Apple AirPlay support.
Cord Cutters News reached out to Roku for comment on the Streambar’s discontinuation and the absence of the Roku Ultra in Europe but has not received a response at this time. The lack of official communication has left some European consumers frustrated, particularly those who valued the Streambar’s compact design and audio-streaming combination.
As Roku continues to roll out its 2025 Streaming Sticks, which are approximately 35% slimmer than competitors and powered via a TV’s USB port, the company appears to be banking on simplicity and affordability to maintain its market share. However, the absence of the Streambar and Ultra may alienate users seeking more robust hardware options, potentially pushing them toward competitors. For now, European Roku fans will need to adapt to a leaner product lineup or explore the company’s smart TVs for a fuller streaming experience.
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