The company is offering new versions of its Roku Express and Roku Ultra, which features fast channel launch and a remote that is designed to get to content quickly. The two devices will retail for $29.99 and $99.99, respectively.
Those two devices are joined by Roku Express+ ($39.99), Roku Premiere ($39.99), Roku Streaming Stick+ ($59.99), Roku Streaming Stick+ HE ($59.99) and the Roku Ultra LT ($79.99).
"We're driven by the goal of delivering an exceptional streaming experience to our customers that includes endless entertainment and intuitive ways to find it," said Mark Ely, vice president, Players and Whole Home Product Management at Roku. "Our new streaming player lineup continues to offer a device for every type of streamer."
Though gaining Thursday, Roku stock dropped double digits on Wednesday after Facebook (FB) - Get Report and Comcast (CMCSA) - Get Report both announced streaming products that could eat into Roku's business. Facebook's box is called Portal TV.
Comcast's XFinity Flex box, aggregates content from all of the user's streaming services into one place and features a digital dashboard that can show home security camera views, the weather and a number of connected devices.
Roku shares are up 2.2% to $132.71 on Thursday.
Facebook and Comcast are both key holdings in Jim Cramer's Action Alerts PLUS charitable trust.