Roku today rolled out a lineup of five new streaming players with a starting price as low as $29.99. “It’s one of Roku’s biggest device revamps yet, and could help the company to keep up with increased competition from Apple, Google and Amazon,” Variety reports.

“As part of the revamp, Roku is also changing the way it brands its models,” Variety adds. “Gone are the Roku 1, Roku 2, Roku 3 and Roku 4. Instead, Roku is now selling consumers an entry-level device called the Roku Express, as well as an Express+ variant, a Roku Premiere and Roku Premiere+ streamer and a top-of-the-line Roku Ultra model.”

The report adds: “The Express and Express+ are clearly aimed at bargain-hunters: Roku Express offers 1080p streaming with an IR remote for just $29.99, with the $39.99 Roku Express+ adding composite A/V out to use with TVs that don’t have a HDMI port.”

The other models are the $80 Roku Premiere, $100 Premiere+ and $130 Ultra.