Roku Launches Howdy, a New $2.99 Ad-Free Streaming Service

Roku is expanding its streaming offerings with the launch of Howdy, a new subscription service promising an ad-free viewing experience for just $2.99 per month. This move aims to provide an affordable and accessible content library to consumers seeking premium entertainment without interruptions.

Howdy boasts a substantial library featuring nearly 10,000 hours of content sourced from partnerships with major content providers including Lionsgate, Warner Bros. Discovery, and FilmRise. Additionally, the service will incorporate select titles from Roku’s own original productions, diversifying its appeal.

Subscribers can look forward to watching a variety of popular titles such as “Mad Max: Fury Road,” “The Blind Side,” “Weeds,” and “Kids in the Hall.” The service will also feature a curated selection of genres, including romantic comedies, medical dramas, and ’90s comedies, catering to a broad audience.

“Howdy is ad-free and designed to complement, not compete with, premium services,” stated Anthony Wood, Roku’s founder and CEO, in a recent press release. This positioning suggests Howdy is intended to fill a specific niche in the market, offering value alongside Roku’s existing free services.

This strategic launch follows Roku’s acquisition of Frndly TV for $185 million earlier this year. Frndly TV is known for its blend of live TV, on-demand video, and cloud-based DVR capabilities, indicating Roku’s ongoing commitment to broadening its service portfolio.

Howdy will operate alongside The Roku Channel, the company’s established free, ad-supported streaming service (FAST). Recent industry reports highlight The Roku Channel as the leading FAST service, surpassing competitors like Tubi and Pluto TV in popularity. Roku reports that its platform is utilized by over 125 million people daily.

The company is leveraging its extensive user base, having surpassed 90 million streaming households earlier this year. This organic reach is expected to be a significant driver for Howdy’s growth.

Roku recently announced its second-quarter financial results, reporting better-than-expected revenue growth of 15%. Streaming hours on the platform reached 35.4 billion, marking an increase of 5.2 billion hours compared to the previous year, underscoring the growing engagement with the Roku ecosystem.