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Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →Repair Windows errors before they cause bigger problemsFix Now →The Nvidia Shield TV Pro now costs about $100 more than it did at launch: Ars Technica reported on October 2, 2026, that the US price rose to $299.99, while Nvidia’s current US product page lists it at $299. Nvidia says higher component costs, including memory, prompted the increase; the link to AI demand is broader industry context, not a cause Nvidia explicitly named.
How much does the Shield TV Pro cost now?
Ars Technica reported the new US retail price as $299.99, effective October 2, 2026. Nvidia’s current US Shield product page lists the Pro at $299. Those figures differ by source and should not be treated as a single exact price; retailers may also change prices or inventory.
At publication time, Ars reported that Nvidia’s store showed the device out of stock and Best Buy listed it at the new reported price. That is a snapshot, not a guarantee of current availability. Ars Technica’s October 2 report has the retail details.
Why did Nvidia raise the price?
An Nvidia spokesperson told Ars: “Starting October 2, SHIELD Pro will be priced at $299. The cost of components, including memory, has increased substantially across the industry.” That is Nvidia’s stated explanation: increased component costs, including memory.
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- Ultra-speedy streaming: Roku Ultra is 30% faster than any other Roku player, delivering a lightning-fast interface and apps that launch in a snap.
- Cinematic streaming: This TV streaming device brings the movie theater to your living room with spectacular 4K, HDR10+, and Dolby Vision picture alongside immersive Dolby Atmos audio.
- The ultimate Roku remote: The rechargeable Roku Voice Remote Pro offers backlit buttons, hands-free voice controls, and a lost remote finder.
- No more fumbling in the dark: See what you’re pressing with backlit buttons.
- Say goodbye to batteries: Keep your remote powered for months on a single charge.
Ars places those rising costs in the context of demand from the AI industry. Nvidia’s quoted statement does not itself say that AI caused this specific price increase, so “thanks to AI” is a shorthand for the wider supply-chain context rather than the company’s explicit explanation.
How does the new price compare with the launch price?
Nvidia announced the Shield TV Pro in 2019 at a US launch price of $199. Ars describes its original price as $199.99. Compared with either launch figure, the new price is roughly $100 higher; the exact difference depends on which source’s launch and current price figures you compare.
Rank #2
- 4K Ultra HD with Cinematic Visuals & Sound: Supports 4K resolution (3840 x 2160) at 60FPS, Dolby Vision, and HDR10+ for enhanced contrast, brightness, and color accuracy. Delivers immersive audio via Dolby Audio and DTS:X surround sound
- High-Performance Hardware: Equipped with a Quad-Core CPU (up to 2.5GHz) and ARM G310 V2 GPU for seamless navigation and multitasking. Includes 2GB RAM and 32GB internal storage (ROM) for ample app and content space
- Google TV Smart Platform: Runs the latest Google TV OS, offering personalized content recommendations, access to thousands of streaming apps (Netflix, YouTube, Disney+, etc.), and voice control via Google Assistant
- Advanced Connectivity & Decoding: Features dual-band Wi-Fi (2.4GHz/5GHz), Bluetooth 5.2, HDMI 2.1, and USB 2.0 ports. Supports decoding of 4K 60FPS video formats and Google Cast for screen mirroring
- Complete Setup Included: Comes with Xiaomi TV Box S (3rd Gen), voice remote control, power adapter, HDMI cable, and user manual. Compact design (95.25 x 95.25 x 16.7 mm) for discreet placement
| Model or price point | US price | What the figure represents |
|---|---|---|
| Shield TV Pro at launch | $199 | Nvidia’s announced price on October 28, 2019. Nvidia’s launch announcement. |
| Shield TV Pro at launch | $199.99 | Ars Technica’s reported original price. |
| Shield TV Pro, current US product page | $299 | Price listed on Nvidia’s product page. Nvidia SHIELD TV Pro. |
| Shield TV Pro, reported new retail price | $299.99 | Price Ars reported on October 2, 2026. |
| Standard Shield TV at launch | $149 | Nvidia’s announced price on October 28, 2019; this is a different, non-Pro model. |
What does the Shield TV Pro offer?
The Pro is aimed at more than basic app-based streaming. Nvidia lists real-time AI upscaling of HD video to 4K, Dolby Vision HDR, Dolby Atmos, GeForce NOW cloud gaming, two USB 3.0 ports, additional storage and Plex Media Server support. At launch, Nvidia specified 3 GB of memory and 16 GB of storage for the Pro. The company’s current product page describes the feature set.
Those capabilities matter most if you will use them: Plex server functions and local-media playback, broad codec support, the extra ports, or Nvidia’s gaming and video features. If your priority is simply watching Netflix and other streaming apps, Ars notes that less expensive streamers are available; the sources cited here do not establish particular competing models or their current prices.
Rank #3
- Works with SHIELD TV 2015/2017/2019 models. Requires upgrade to the latest SHIELD Experience.
- Easy to use in the most darkly lit room. Pick up the remote and the buttons will instantly light up.
- Press the microphone button to access the powerful Google Assistant on your Android TV. Search for new movies, TV shows, or YouTube videos, look up stock prices, or check your commute time, all on your SHIELD TV.
- Customize your menu button with more than 25 choices. Launch your favorite app, enable AI upscaling, or mute your sound, or more! Different options can be applied to up to 3 actions: single press, double press, long press.
- Control your home entertainment center with SHIELD Remote’s built in IR blaster. Control volume, power, or input source.
Is the Shield TV discontinued?
The price change concerns the Shield TV Pro. Ars reports that Nvidia has discontinued the standard, non-Pro Shield TV. Nvidia’s 2019 launch announcement priced that standard model at $149, compared with $199 for the Pro. The two models should not be conflated: the current price increase is not a reported price change to the discontinued standard model.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Is the Shield TV Pro worth about $300?
It depends on whether the Pro’s specialist features justify its price for your setup. Consider these points before buying:
Quick Recap
Rank #4
- The Google TV Streamer (4K) delivers your favorite entertainment quickly, easily, and personalized to you[1,2]
- HDMI 2.1 cable required (sold separately)
- See movies and TV shows from all your services right from your home screen[2]; and find new things to watch with tailored recommendations for everyone in your home based on their interests and viewing habits
- Watch live TV and access over 800 free channels from Pluto TV, Tubi, and more[3]; if you find an interesting show or movie on your TV, mobile app, or Google search, you can easily add it to your watchlist, so it’s ready when you are[2]
- Up to 4K HDR with Dolby Vision delivers captivating, true-to-life detail[4]; and you can connect speakers that support Dolby Atmos for more immersive 3D sound
- Local media or Plex: The Pro’s Plex Media Server support, codec breadth noted by Ars and two USB 3.0 ports may be useful for a media library or server setup.
- Picture, sound and gaming: Nvidia lists AI upscaling to 4K, Dolby Vision, Dolby Atmos and GeForce NOW. Check that those features match your display, audio equipment and intended use.
- Basic streaming only: If you mainly need mainstream streaming apps, compare lower-cost 4K streamers rather than paying for capabilities you will not use.
- Price and stock: Compare the retailer’s live price with Nvidia’s listed $299 and Ars’s reported $299.99, and confirm availability before ordering.
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
