Roku Launches Howdy: A $2.99 Ad-Free Streaming Service to Challenge High-Priced Rivals
Roku, long recognized for its role in the ad-supported streaming space, is making a bold move into the subscription market with the launch of Howdy—an ad-free streaming service priced at just $2.99 per month. Designed for budget-conscious viewers, Howdy offers library films and series from top studios like Warner Bros. Discovery, Lionsgate, and more—without commercials.
A New Player in the Subscription Game
With 10,000 hours of TV shows and movies available at launch, Howdy aims to deliver “comfort content” at an unbeatable price. Titles include fan favorites like Elvis, Mad Max: Fury Road, Back to the Future, Weeds, and Party Down. Roku Originals will also be part of the lineup, adding exclusive appeal to the platform.
Anthony Wood, Roku founder and CEO, stated that the service was developed in response to increasing consumer demand for low-cost, ad-free streaming options. “We feel Howdy is in an excellent position to win over those viewers who want to unwind with some of their favorite movies and TV shows, uninterrupted,” said Wood in an interview with Deadline.
Not Just a Teaser Price
Unlike many streaming platforms that launch with low prices only to raise them later, Roku has confirmed that Howdy’s $2.99 monthly fee is not promotional. The company is committed to maintaining affordability as SVOD giants like Apple TV+, Peacock, and YouTube TV continue to increase prices. For example:
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Apple TV+ has doubled its price within five years.
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YouTube TV’s base plan has climbed to $82.99/month, up over 26% since 2023.
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Peacock added a $3/month premium ahead of its NBA coverage launch.
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This positions Howdy as a cost-effective alternative for viewers tired of subscription inflation.
Roku’s Built-In Advantage
With access to 90 million households and a reach of 125 million daily users via The Roku Channel, Roku has a built-in platform to help Howdy scale quickly. While initially limited to Roku devices, the company plans to expand to non-Roku platforms soon.
Earlier this year, Roku also acquired Frndly TV, a low-cost subscription bundle, as part of its broader strategy to grow in the subscription and bundling space. Roku is investing in technical capabilities and commercial deals to develop flexible content bundles, as noted during the company’s Q2 earnings call.
Industry Support & Strategic Partnerships
Lionsgate President Jim Packer praised the move, calling Roku the “perfect partner” to offer a more accessible complement to higher-priced SVODs. “This service has the ability to scale quickly while providing us with a new way to monetize our content,” he said.
Howdy represents Roku’s effort to reshape the streaming landscape, offering viewers an affordable, ad-free, and content-rich alternative to today’s pricey platforms. With strategic partnerships and its massive footprint, Roku may have found a sweet spot in the competitive streaming market.
