Nvidia has increased the price of its Shield TV Pro streaming box by $100, moving the device from its long-standing $199.99 price point to a new MSRP of $299.99. The change, which took effect on October 2, 2026, represents a rare 50% price hike for a consumer electronics product that has not seen a hardware refresh since 2019.
Alongside the price adjustment for the Pro model, Nvidia has officially discontinued the standard tube-shaped Shield TV, leaving the Pro as the sole remaining entry in the lineup. The price increase is being observed globally, with European retailers in regions such as the Netherlands and Belgium reporting a similar €100 jump in local pricing.
Nvidia attributed the price hike to the substantially higher cost of components, specifically the memory modules required to build the units. Despite the higher price tag, the internal specifications of the Shield TV Pro remain unchanged. It continues to ship with the 2019-era Tegra X1+ processor and 3GB of RAM.
The shortage of the specific memory types used in the Shield—primarily DDR4 and LPDDR4—is a consequence of the broader AI infrastructure boom. Since late 2025, global semiconductor production has pivoted heavily toward high-bandwidth memory and newer standards to satisfy data center demand. This shift has constrained the supply of older “legacy” memory components, driving up costs for manufacturers still utilizing those parts in older hardware designs.
The new $299.99 price point places the Shield TV Pro in a challenging position relative to the current streaming market. While the Shield remains a favorite for enthusiasts due to its robust Plex server support and high-end audio passthrough capabilities, it now costs nearly double its primary competitors.
With the standard model now discontinued, the Shield TV Pro serves as the final legacy of Nvidia’s consumer Android TV hardware, even as the company’s primary focus remains dominated by its enterprise AI business.
