Roku Launches Ad-Free Streaming Service "Howdy" for $2.99/Month

Roku has launched a new ad-free streaming service called "Howdy" for $2.99/month, featuring 10,000 hours of content from Lionsgate Studios and Warner Bros. Discovery. The service will also include exclusive programming, "Roku Originals." Howdy is available in the US starting August 5 and will run alongside Roku's existing free, ad-supported streaming service, the Roku Channel.

Roku, the leading streaming platform in the U.S., Canada, and Mexico, has announced the launch of Howdy, a new ad-free subscription video-on-demand (SVOD) service priced at $2.99 per month. Howdy is set to debut in the U.S. on August 5, offering a diverse library of content from Lionsgate, Warner Bros. Discovery, and FilmRise, as well as Roku Originals. The service is designed to complement existing premium streaming services rather than compete with them.

Howdy aims to fill a gap in the streaming market by providing an affordable, ad-free viewing experience. The service will initially be available on Roku devices and later expand to mobile and other platforms. According to Roku CEO Anthony Wood, "Howdy is ad-free and designed to complement, not compete with, premium services" [2].

The service's content library includes thousands of movies and TV shows, totaling nearly 10,000 hours of programming. Some of the titles available at launch include "Elvis," "Mad Max: Fury Road," "Back to the Future," "Weeds," and "Party Down." The content spans various genres, ensuring there is something for every viewer [1].

Howdy's pricing is notably lower than other streaming services, with a monthly subscription cost of just $2.99. This pricing strategy is aimed at consumers looking for budget-friendly options during a time when many major streamers are increasing their prices. The service does not have a trial period but allows users to cancel at any time without contracts or hidden fees [2].

Roku's existing free, ad-supported streaming service, the Roku Channel, will continue to run alongside Howdy. The new service is part of Roku's broader strategy to grow platform monetization and expand its subscription offerings. With over 125 million daily users in U.S. households, Roku is well-positioned to capitalize on the growing demand for affordable streaming options [3].

The launch of Howdy coincides with Roku's acquisition of Frndly TV, a live TV streaming service with plans ranging from $8 to $12 a month. This acquisition further strengthens Roku's position in the streaming market by offering a range of services to cater to different consumer preferences [4].

References:
[1] https://www.usatoday.com/story/entertainment/tv/2025/08/05/roku-howdy-cheap-ad-free-streaming-service/85506641007/
[2] https://cordcuttersnews.com/roku-launches-a-2-99-ad-free-streaming-service-called-howdy/
[3] https://www.cnbc.com/2025/08/05/roku-ad-free-streaming-service-howdy.html
[4] https://www.cnet.com/tech/services-and-software/roku-just-launched-a-3-ad-free-streaming-platform/