Roku has launched Howdy, a new ad-free streaming service in the US priced at just $2.99 per month. Howdy offers nearly 10,000 hours of content, including popular titles such as “Mad Max: Fury Road,” “The Blind Side,” “Weeds,” and “Kids in the Hall.” The service features programming from Roku Originals and partner studios like Lionsgate, Warner Bros. Discovery, and FilmRise. It includes a mix of genres such as rom-coms, ‘90s comedies, and dramas, catering to viewers who want uninterrupted entertainment at an affordable price.
Roku’s CEO Anthony Wood emphasized that Howdy is designed to complement existing premium services rather than compete with them, offering consumers a budget-friendly option to enjoy a broad content library without ads. Initially, Howdy is available on Roku devices, including streaming sticks, smart TVs, and the Roku app, with plans to expand access to mobile and third-party platforms in the future.
This launch follows Roku’s recent $185 million acquisition of Frndly TV, a subscription service with live TV and DVR capabilities. Howdy expands Roku’s streaming portfolio by providing an ad-free alternative alongside its popular free, ad-supported Roku Channel, which boasts over 125 million daily users. To promote the new service, Roku is running a Times Square campaign through the end of August.
As traditional subscription services continue to increase prices, Roku positions Howdy as an affordable option for viewers seeking commercial-free content without breaking the bank, aiming to attract budget-conscious consumers and diversify Roku’s revenue streams.