Roku Introduces Ad-Free Service Howdy at $2.99/Month, Expanding Streaming Options

Roku has launched a new ad-free streaming service called Howdy, priced at $2.99/month, aiming to fill the gap for viewers seeking uninterrupted entertainment. The service, which debuts with thousands of movies and series, will be accessible on Roku devices starting August 5, with a rollout to mobile and additional platforms planned soon. The addition underscores Roku's strategy to diversify revenue by expanding both third-party and first-party subscription offerings.

Roku, the leading TV streaming platform in the U.S., Canada, and Mexico, has introduced Howdy, a new ad-free subscription video-on-demand (SVOD) service priced at $2.99 per month. The service is set to launch nationwide in the U.S. on August 5, 2025, and will initially be accessible on Roku devices before expanding to mobile and additional platforms [1].

Howdy offers an extensive library of content, featuring nearly 10,000 hours of movies and TV shows from partners such as Lionsgate, Warner Bros. Discovery, and FilmRise, as well as select Roku Original titles. The service spans various genres, including rom-coms, medical dramas, and '90s comedies, ensuring there is something for every viewer [1][2].

Anthony Wood, Roku's founder and CEO, described Howdy as "ad-free and designed to complement, not compete with, premium services." The service aims to meet consumers' demand for accessible, high-quality entertainment without the premium price tag. Howdy’s key benefits include its everyday low price, an ad-free streaming experience, a diverse catalog of award-winning content, and the flexibility to cancel anytime without contracts or hidden fees [1][2].

The launch of Howdy aligns with Roku's broader strategy to grow platform monetization and expand its subscription offerings. The company's recent acquisition of Frndly TV, a streaming service offering live TV, on-demand video, and cloud-based DVR, supports this strategy [2]. Howdy joins The Roku Channel, the top free ad-supported television service in the U.S., and Frndly TV, the second-ranked live TV subscription among cord cutters [3].

Roku reported better-than-expected revenue growth of 15% in its second-quarter financials, with streaming hours on the platform increasing to 35.4 billion, up 5.2 billion hours from a year earlier. The company expects full-year revenue of $4.65 billion, up from a prior guide of $4.55 billion [3].

References:
[1] https://cordcuttersnews.com/roku-launches-a-2-99-ad-free-streaming-service-called-howdy/
[2] https://techcrunch.com/2025/08/05/roku-launches-howdy-a-2-99-ad-free-streaming-service/
[3] https://finance.yahoo.com/news/roku-expands-streaming-options-ad-181052110.html