Nvidia has raised the US price of the Shield TV Pro, the 2019 streaming device, to $299 according to its current product page; Ars Technica reported a new retail price of $299.99 on October 2, 2026. Nvidia attributes the increase to higher component costs, including memory. AI demand is the broader industry context cited by Ars, not a cause Nvidia explicitly named in its statement.
How much does the Shield TV Pro cost now?
Nvidia’s US product page lists the Shield TV Pro at $299. Ars Technica reported on October 2, 2026, that the new retail price was $299.99. Those figures differ by source and should not be treated as a single exact price. Ars said Best Buy had it at the reported new price and Nvidia’s store showed it out of stock at publication time; prices and stock can change.
Why did Nvidia raise the price?
An Nvidia spokesperson told Ars Technica: “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: rising component costs, including memory. Ars connects broader component pressure to AI demand, but Nvidia’s quoted statement does not say that AI specifically caused this price increase.
How much more is it than at launch?
Nvidia announced the Shield TV Pro at $199 in 2019, while Ars gives the original price as $199.99. Compared with the current $299 listing on Nvidia’s US page, the Pro is roughly $100 more expensive than at launch. The exact difference depends on which source-specific launch and current price figures are compared.
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The original 2019 release listed the standard Shield TV at $149 and the Pro with 3 GB of memory and 16 GB of storage. Ars reports that the non-Pro standard model has since been discontinued. The current price change discussed here is for the Pro, not a newly priced standard Shield TV.
What does the Shield TV Pro offer for the higher price?
Nvidia positions the Pro as a feature-rich streamer for people who want more than basic access to streaming apps. Its listed features include:
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
- Real-time AI upscaling that converts HD video to 4K.
- Dolby Vision HDR and Dolby Atmos.
- GeForce NOW cloud gaming.
- Two USB 3.0 ports, additional storage, and Plex Media Server support.
- Broad codec support, which Ars identifies as a potential draw for local-media users.
The mix is most relevant if you plan to use the Pro’s picture and audio formats, connect external devices, run Plex Media Server, or stream games through GeForce NOW. If you only need a device for basic Netflix streaming, Ars notes that cheaper alternatives are available. The sources cited here do not establish current competing model prices or a specific alternative to recommend.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Is the Shield TV Pro worth $300?
That depends on whether you will use its specialized capabilities. The Pro’s case is stronger for people who want Plex server support, local-media flexibility, its USB ports, AI upscaling, Dolby formats, or GeForce NOW in one device. For a viewer who mainly opens a few streaming apps, the new price is harder to justify: paying for features you will not use offers little benefit over a less expensive basic streamer.
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.
Before buying, compare alternatives on the features that affect your setup: purchase price, codec and local-media support, Plex or other server capability, ports and storage, picture and audio formats, and gaming features. Check the current price and availability directly, since both may change.
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
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.
