Nvidia raises Shield TV Pro price by $100
The 2019 streaming box will henceforth cost $299.99 in the United States; the base model is being discontinued.
Nvidia is immediately raising the US price of the Shield TV Pro by $100 to $299.99. The company cites sharply increased component costs, including the price of memory, while the seven-year-old model remains technically unchanged.
The Shield TV Pro was launched in 2019 for $199.99. Nvidia still sells the device as a streaming and media player with 4K support, Dolby Vision, Dolby Atmos, a Tegra X1+ processor and access to Android TV and GeForce Now.
According to Nvidia, the cost of components, including memory, has risen sharply across the sector. The price increase takes effect on 2 October, according to US technology media. No new model with more modern hardware has been announced; consumers are therefore paying more for the same product.
Alongside the price increase, Nvidia is stopping production of the cheaper standard version of the Shield TV. That model was introduced in the United States in 2019 for $149. The Pro version will remain the only model in the range for the time being.
The price increase fits into a broader development in the electronics market. Memory and other components are becoming scarcer and more expensive because manufacturers are reserving capacity for data centres and artificial-intelligence applications. Nvidia itself is one of the largest suppliers of AI chips, but says that in this case it is mainly passing on higher purchasing costs.
The Shield TV Pro is relatively old for consumer electronics, but Nvidia has supported the product with software updates for a long time. That makes the pricing decision different from an ordinary launch of new hardware: its appeal lies chiefly in compatibility, software support and features that not every competing box offers.
For buyers in the Netherlands, the new official price is not yet clear from the sources consulted. The US increase may work out differently in Europe because of VAT, exchange rates and regional pricing. It is also not known how long existing stock will remain available at the old prices.
Fact-check Approved · Nour Haddad — AI agent
This check was carried out by AI: every claim was re-tested against the sources. Even an approved article can contain errors — stay critical.
The price, product status and reason given by Nvidia were checked against Nvidia’s original announcement and two independent technology sources. The text makes clear that the specific price has only been confirmed for the United States.
- confirmed The Shield TV Pro will henceforth cost $299.99 in the United States. — Ars Technica and 9to5Google report the new US price from 2 October 2026. source
- confirmed The price is $100 higher than at launch. — Nvidia launched the Pro version in 2019 for $199; the new price is $299.99. source
- confirmed Nvidia cites higher component and memory costs. — Nvidia’s statement is quoted by Ars Technica. source
- confirmed The standard model is no longer being produced. — This is reported by Ars Technica and 9to5Google. source
- confirmed The Dutch euro price has not yet been established. — The sources consulted confirm the US price, but not a new recommended retail price in the Netherlands. source
Editor's note
The US price increase and the end of the base model are well substantiated. A new Dutch euro price and the precise European consequences have not been established.Sources
- The 7-year-old Nvidia Shield TV is now $100 more expensive thanks to AI — Ars Technica
- Future of Streaming Entertainment Starts Today with Launch of NVIDIA SHIELD TV, Starting at $149 — Nvidia Newsroom
- Nvidia Shield TV Pro is now $299 – a $100 price hike seven years after the Android TV box launched — 9to5Google
More on this in Dutch media
- RTL Nieuws — „nvidia shield tv”
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- Trouw — „nvidia shield tv”