Google raises TV Streamer 4K price by more than 40 percent

Google has increased the price of its TV Streamer (4K) in its German online store by more than 40 percent. The streaming box, which serves as the company's Google TV set-top device, is now considerably more expensive for buyers who order directly from Google.

Hardware costs as the backdrop

The increase is linked to rising hardware costs. The material available does not give the exact old and new prices, so it is unclear which price points buyers now face or whether the change also applies in other countries.

What it means for buyers

A rise of this size moves the TV Streamer into a different position against competing streaming boxes and sticks, which are often chosen precisely because they are inexpensive. Anyone planning to buy the device should compare prices at third-party retailers, since stores set their own prices and may still sell existing stock at earlier levels.

Google has not been quoted here on how long the new price will stay in place. Whether other hardware in its store follows the same path remains to be seen.