In a bold move to reshape the streaming landscape, Roku has announced the launch of Howdy, a new ad-free video streaming service priced at just $2.99 per month. Targeting U.S. consumers fatigued by rising subscription fees, Howdy offers a low-cost alternative to popular platforms, without sacrificing entertainment quality.
What Is Howdy?
Howdy is Roku’s first standalone subscription-based streaming service that provides ad-free access to a library of well-loved films and TV shows. Unlike the ever-increasing costs of other streaming platforms, Roku is promising that Howdy’s $2.99 monthly fee is not a teaser price — it’s here to stay.
At launch, Howdy offers 10,000 hours of movies and TV shows from major content partners like Warner Bros. Discovery, Lionsgate, and more. Some of the highlighted titles include:
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Elvis
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Mad Max: Fury Road
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Back to the Future trilogy
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Weeds
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Party Down
In addition, Roku Originals will also be available to subscribers.
Why It Matters Now
With services like Apple TV+, YouTube TV, and Peacock all increasing their prices, the launch of Howdy is seen as a refreshing alternative. Roku CEO Anthony Wood emphasized that the company had been planning a budget-friendly offering even before inflation pushed up entertainment costs.
Wood described Howdy as “a response to the reality that many consumers are interested in a service that is ad-free and low-cost,” highlighting that most subscription viewing today revolves around library content, rather than just the latest releases.
Leveraging Roku’s Reach
Howdy is positioned to benefit significantly from Roku’s massive built-in audience. With 90 million U.S. households using Roku and 125 million daily viewers through The Roku Channel, the platform already has a strong foundation to promote and grow the new service.
And Roku doesn’t plan to limit Howdy to its own ecosystem. The company has said that other distribution platforms will soon be activated, ensuring Howdy reaches even more budget-conscious viewers outside the Roku environment.
Complementing the Existing Bundle Strategy
Howdy isn’t Roku’s first venture into subscriptions. Earlier in 2025, Roku acquired Frndly TV, a pay-TV streaming bundle known for offering family-friendly channels. On recent earnings calls, Wood mentioned Roku’s growing capabilities in bundling and subscription content, hinting that more combinations and package deals are on the horizon.
This aligns with comments from Lionsgate’s Jim Packer, who noted that Roku is “the perfect partner to launch a more accessible complement to higher-priced SVODs.”
The Future of Affordable Streaming?
As streaming fatigue and inflation weigh heavily on U.S. consumers, Roku’s Howdy could represent a turning point in the SVOD market. For under $3 a month, viewers can access a wide variety of ad-free content, with the backing of a tech company already embedded in millions of homes.
If successful, Howdy may push the industry toward more consumer-friendly pricing, especially as Roku explores bundling Howdy with other services like Frndly to create powerful, value-packed offerings.
