Roku Launches Ad-Free Subscription Video Service "Howdy" for $2.99/month

Roku has launched Howdy, a new subscription video-on-demand service offering ad-free, high-quality entertainment for $2.99/month. The service will feature thousands of titles and nearly 10,000 hours of entertainment from launch partners including Lionsgate, Warner Bros. Discovery, and FilmRise. Howdy is designed to complement premium services and provide an affordable, accessible option for consumers who want to unwind with their favorite movies and shows uninterrupted.

Roku has announced the launch of Howdy, a new subscription video-on-demand (SVOD) service priced at $2.99 per month, offering ad-free, high-quality entertainment. Howdy is designed to complement existing premium streaming services and provide an affordable, accessible option for consumers seeking uninterrupted viewing of their favorite movies and shows.

The service will feature a growing library of content, including nearly 10,000 hours of entertainment from launch partners such as Lionsgate, Warner Bros. Discovery, and FilmRise, along with select Roku Original titles. Some initial titles in the library include Mad Max: Fury Road, The Blind Side, Weeds, and Kids in the Hall [1].

Howdy is set to launch nationwide in the U.S. on Tuesday, August 2, 2025. The service is accessible on Roku devices, the Roku app, and via its website. Roku CEO Anthony Wood stated, "Priced at less than a cup of coffee, Howdy is ad-free and designed to complement, not compete with, premium services. We're meeting a real need for consumers who want to unwind with their favorite movies and shows uninterrupted and on their terms" [2].

The launch of Howdy aligns with Roku's broader strategy to grow platform monetization and expand its subscription offerings. In May, Roku acquired Frndly TV, a live TV streaming service with plans ranging from $8 to $12 a month. Howdy is expected to tap into Roku's large potential reach, as the company has hit 90 million households earlier this year [3].

Roku's Howdy reflects a model that many streaming subscription services started with: ad-free video watching on demand. As premium streaming services have become more expensive, free ad-supported TV (FAST) channels have risen in popularity, showing that viewers are more willing to put up with ads if the service is free. However, Howdy presents its own question as streaming services seek to redefine themselves in this shifting landscape: what's the sweet spot for pricing on ad-free services? [4]

Howdy's key benefits include its everyday low price of $2.99 per month, an ad-free streaming experience, a diverse catalog of award-winning content, and the flexibility to cancel anytime without contracts or hidden fees. The service is designed to meet consumers' demand for accessible, high-quality entertainment without the premium price tag [2].

To celebrate the launch, Roku is taking over digital billboards in Times Square from August 5 to August 31, greeting visitors with a vibrant "howdy" and showcasing the service's standout titles. The launch aligns with Roku's broader strategy to grow platform monetization and expand its subscription offerings, leveraging its reach of over 125 million daily users in U.S. households [2].

References:
[1] https://www.hollywoodreporter.com/business/digital/roku-launches-howdy-streaming-service-1236337612/
[2] https://cordcuttersnews.com/roku-launches-a-2-99-ad-free-streaming-service-called-howdy/
[3] https://www.cepro.com/news/rokus-howdy-subscription-brings-back-affordable-ad-free-vod-streaming/620762/
[4] https://www.cnet.com/tech/services-and-software/roku-just-launched-a-3-ad-free-streaming-platform/