Memory Crunch Hits Blackmagic Design: URSA Cine, Cloud Store, Media Modules, and ATEM All Get Pricier

May 11^th, 20264

Memory Crunch Hits Blackmagic Design: URSA Cine, Cloud Store, Media Modules, and ATEM All Get Pricier

by Nino LeitnerMay 11^th, 2026

Blackmagic Design has raised prices across the URSA Cine camera lineup, the Cloud Store family, the Media Module range, and several HyperDeck and ATEM models that ship with preinstalled storage. The company says flash memory components have surged four times in just the weeks since NAB 2026, and it can no longer absorb the increases internally.

In a statement to dealers, Blackmagic Design has been unusually direct about the cause. The storage inside its cameras and Cloud Stores uses the same enterprise-grade flash and high-speed DRAM that data center operators are bidding aggressively for, and the only way to keep supply flowing right now is to outbid them. This is the same component squeeze we have been tracking across the filmmaking industry since late 2025, when NAND flash, high-speed DRAM, and even mature-node components all tightened as AI training infrastructure absorbed capacity.

Why this is happening

The memory market has been reshaped by sustained high-volume buying from data centers building out AI clusters. Camera card manufacturers warned CineD earlier that prices were going to climb across the board, and we are now seeing that play out directly inside professional cinema and post-production gear, not just in CFexpress and SD cards. What is notable about the current Blackmagic announcement is the pace: four component price spikes in roughly a month is not the cadence of a normal supply chain hiccup, it is a market in active disruption.

Blackmagic Design’s product line is particularly exposed because so much of its current roadmap is built around fast internal flash storage. The URSA Cine 12K LF and 17K 65 both rely on the proprietary Media Module, an M.2 SSD pack that records directly inside the camera. The Cloud Store family is essentially M.2 RAID arrays in a rack chassis. When that memory category tightens, every product touching it moves at once, which is why a single announcement can reprice almost two dozen SKUs simultaneously.

The company also makes clear in its statement that it absorbed the previous component spikes since NAB 2026 internally. This is the first round it is passing on to customers, which is both a sign of how aggressive the market has become and a signal that Blackmagic Design no longer expects relief in the near term.

URSA Cine 12K LF now costs more than at launch

The single most striking detail is what has happened to the URSA Cine 12K LF over the past 19 months. At NAB 2024, the camera launched at $14,995 for the kit. In August 2025, Blackmagic dropped it to $9,495, citing manufacturing efficiencies. Since then the price has climbed back up to $11,995, and with today’s adjustment it sits at $15,495. That is $500 above the original launch price.

Blackmagic URSA Cine 12K LF cost $9,495 at its lowest, now it’s $15,495. Image credit: CineD

The EVF kit has followed the same arc, now $16,795 from a previous $13,495. The newer URSA Cine 12K LF 100G, announced ahead of NAB 2026 for $8,995 as a body, reaches the customer in kit form at $15,995, or $16,495 with the EVF.

This is not a fault of Blackmagic Design’s pricing strategy so much as a reflection of how quickly the underlying component economics have shifted. The cost basis for the memory inside these products is no longer something the company can offset through manufacturing improvements alone.

The 17K 65 and URSA Cine Immersive also move

The URSA Cine 17K 65 sees more modest increases. The body is now $18,495 (from $16,995), the kit lands at $23,995 (from $22,995), and the EVF kit at $25,995 (from $24,495). The URSA Cine Immersive, the company’s stereoscopic camera for Apple Immersive Video, climbs from $24,995 to $26,995, with the 100G variant moving from $26,495 to $27,995. For context, the Immersive originally launched in 2024 at around $29,995, so it is still tracking below its first-day price, but the gap is closing fast.

The Blackmagic URSA Cine Immersive is getting more expensive too, after a drop in price. Image credit: CineD

Storage products take the biggest hits

The largest percentage jumps land on the pure-storage products, which is consistent with where memory pricing has moved most aggressively. The 8TB Media Module goes from $2,645 to $4,195, an increase of roughly 59 percent. The 16TB version jumps from $5,375 to $7,495. Cloud Store Mini 8TB moves from $3,275 to $4,495, and the 16TB variant from $6,195 to $7,495.

Higher-capacity Cloud Stores see even bigger absolute increases. Cloud Store Max 24TB jumps from $9,495 to $13,995, and the 48TB version from $16,795 to $21,995. The newly announced Cloud Store Ultra, which only debuted at NAB 2026, climbs from $9,495 to $14,495 (24TB) and from $16,795 to $22,595 (48TB) before it has even shipped to most customers. Most striking is the rackmount Cloud Store 80TB, moving from $31,995 to $48,995, a $17,000 increase in a single announcement.

Higher-capacity Blackmagic Cloud Stores also see steeper price hikes thanks to surging memory costs. Image credit: Blackmagic Design

Models without preinstalled storage stay flat

One mitigation Blackmagic has built into this round: the HyperDeck Shuttle 4K Pro, ATEM Television Studio HD8, HD8 ISO, and 4K8 are all still available without preinstalled storage at their previous prices. Only the bundled 2TB variants have moved up. The HyperDeck Shuttle 4K Pro 2TB goes from $1,995 to $2,995, the ATEM Television Studio HD8 2TB from $3,395 to $3,995, the HD8 ISO 2TB from $4,395 to $4,995, and the 4K8 2TB from $6,295 to $6,995. Broadcasters and event producers who already have their own SSDs can sidestep the storage premium entirely, although they will still face the same market pricing on any drives they source separately.

Whether further increases are coming depends less on Blackmagic Design and more on how the broader memory market evolves over the rest of 2026. Several industry watchers expect NAND and DRAM pricing to remain elevated well into next year as AI build-out continues. In the meantime, Blackmagic Design has committed to lowering prices again as soon as component costs allow, which has historically been part of the company’s pattern.

The full list of updated US prices is now reflected on the Blackmagic Design website. All prices exclude local duties and taxes.

Are you postponing a Blackmagic Cloud Store or URSA Cine purchase to see whether memory prices stabilize, or going ahead anyway? Don’t hesitate to let us know in the comments below!