Roku reveals all-new Ultra streaming device to battle competition from Fire TV and Google

Roku has taken the wraps off its first new streaming device of 2024 — the Roku Ultra.

This new model arrives with a swathe of upgrades, including a faster processor, redesigned remote control with backlit buttons and USB-C charging, and support for Wi-Fi 6. According to Roku, the Ultra boasts 30% faster performance than its previous players, promising smoother navigation and speedier loading of movies and shows from your favourite streaming service.

Helping to make that performance feel even faster, Roku has equipped its new streaming device with Artificial Intelligence that learns to anticipate which app you are going to open next and tees it up for the snappiest loading times to date. So, if you’re a creature of habit and always binge-watch some Netflix after dinner, Roku will preload that app into memory so that it’s ready to launch.

The more powerful Roku Ultra isn’t a dongle-like device that plugs directly into the HDMI port on the back of your telly. Instead, it’s a plain, rounded square streaming box that ships in a single colour — black. The only flash of colour found anywhere on this new hardware is the purple fabric tag bearing the Roku logo. It can be placed on a media unit beside your television, or stashed away inside a cupboard.

This is a trend we’ve seen from some of Roku’s main competitors, with the new Google TV Streamer trading the lightweight design that characterised the Chromecast lineup for a bulkier set-top box case to offer upgraded performance. Amazon has its Fire TV Cube that offers hands-free voice controls and top-end 4K Ultra HD streaming with Dolby Vision, and the Apple TV 4K has a similar footprint to both.

All of that extra grunt inside the Roku Ultra has enabled the company to add support for 4K resolution with HDR10+, and Dolby Vision picture standards. When it comes to audio performance, Roku supports Dolby Atmos too — perfect if you have a surround sound system connected to your telly.

In the box, the device comes bundled with the second-generation Voice Remote Pro, which now sports backlit buttons for easier use when the lights are switched off for a movie night. The remote has also switched to charging via USB-C — the same universal port now used by all major Android manufacturers, recent iPhone and iPad models, Nintendo Switch consoles, and Kindle eReaders.

It has a new Quick Launch button, which immediately loads-up your personalized shortcuts — this could be go-to apps, favorite voice commands, switching the captions on and off — on your screen. And there’s also a new Guide button offers instant access to our Live TV Channel Guide, with more than 400 free live linear channels.

Wi-Fi 6 support has been included, which should speed-up wireless performance, provided you’ve got a compatible Wi-Fi router. EE recently made headlines by becoming the first nationwide broadband supplier to offer a Wi-Fi 7 router. The Ultra retains an Ethernet port, if you prefer a wired connection.

With the new hardware comes a new version of Roku OS. The Ultra is the first streaming device to ship with RokuOS 14, which adds a dedicated Kids & Family destination within The Roku Channel, new thumbs up and thumbs down icons under everything you watch to improve the algorithms that suggest new shows from across all of your subscriptions, and the ability to customise device settings with a voice command.

Senior Director Of Product Management Roku TV, Paul Nangeroni penned a blog post about the new device, writing: “Let’s take it back to 2015. Star Wars: The Force Awakens is breaking box office records. The Game of Thrones phenomenon is in full swing. McDreamy is making his big departure from Grey’s Anatomy. And Roku introduces its first premium streaming device, raising the bar and changing the TV streaming industry as we know it.

“Over the years, the Roku Ultra has transformed living rooms into home theaters, delivering a premium viewing experience with unmatched picture and audio. The beauty of Roku streaming devices is that they are a simple way to upgrade aging or smart TVs with ease. They instantly refresh any interface with simple navigation, personalized content recommendations, and more.

“With each iteration of this device we have pushed innovation, introduced new updates, and taken the features we know you love to the next level. Today, we’re going even further.

“We’ve developed a device that has it all. Our new 2024 Roku Ultra is our most powerful player to date, a culmination of years of listening to customer feedback and leveraging our streaming expertise. With lightning-fast performance, cinematic Dolby Vision and Dolby Atmos, quicker app loading, and invaluable features, the Roku Ultra is our ultimate streaming experience.”

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The new Roku Ultra is priced at $99 (approximately £80) in the United States and Canada. However, Roku has not yet confirmed UK availability and or pricing, so British telly viewers will need to wait a little longer — or settle for one of its rivals. This isn’t particularly abnormal. New Roku models have typically been released in the UK a few months after the North American launch, so stay tuned for more news.

In the meantime, your existing Roku device could be eligible for a new software upgrade.