It looks like the folks at Netflix underestimated just how large the demand was for streaming movies directly to your home. According to multiple reports, the Roku set-top box that Netflix recently promoted has alread sold out.

California based Netflix is pushing Roku hard to produce more boxes quickly to appease anxious consumers. This is just step one in a plan to move Netflix’s rental service predominately online by 2010. They are currently working hard with DVD manufacturers and video game systems (XBox 360 perhaps?) to increase their distribution.

Some financial analysts have stated that the low inventory may have actually been a business maneuver to try and show a high demand for the streaming movies (and thus promote future moves to online by the company). It would be akin to what Amazon did when they sold out of their initial batch of Kindles within days. Amazon never came out and stated how many were sold in the initial batch, and many felt inventory was purposely made low as a clever marketing ploy to build buzz for the new product.

Currently it is expected to take Roku 6-8 weeks to get the newest batch of boxes available to the public. Those desperate to obtain a box before then can check out a number of Ebay auctions where they are going for around $130 (or $30 above market price).

Source: Mercury News