Roku, the #1 TV streaming platform in the U.S., Canada, and Mexico, today unveiled Howdy™, a revolutionary subscription video-on-demand (SVOD) service priced at just $2.99 per month. Launching nationwide in the U.S. later today, Howdy offers an ad-free, high-quality entertainment experience, making it one of the most affordable streaming options available. With a growing library of thousands of titles and nearly 10,000 hours of content, Howdy aims to deliver fan-favorite movies and shows without breaking the bank.
Howdy’s inaugural content partners include industry giants Lionsgate, Warner Bros. Discovery, and FilmRise, alongside select Roku Original titles. Subscribers can dive into acclaimed films like Mad Max: Fury Road and The Blind Side, as well as beloved series such as Weeds and Kids in the Hall. The service spans genres from iconic rom-coms and medical dramas to ‘90s comedy and feel-good classics, ensuring there’s something for every viewer.
“Priced at less than a cup of coffee, Howdy is ad-free and designed to complement, not compete with, premium services,” said Roku founder and CEO Anthony Wood. “We’re meeting a real need for consumers who want to unwind with their favorite movies and shows uninterrupted and on their terms. Howdy is a natural step for us at Roku, extending our mission to make better TV for everyone, by making it affordable, accessible, and built for how people watch today.”
Howdy’s key benefits include its everyday low price of $2.99 per month (not an introductory rate), 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.
Johnny Holden, Chief Revenue and Strategy Officer at Radial Entertainment (FilmRise’s parent company), added, “With the launch of Howdy, Roku is making beloved content from our catalog accessible to an even bigger audience.”
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. In addition to Howdy, Roku’s portfolio includes The Roku Channel, the top free ad-supported television service in the U.S., and Frndly TV, a leading live TV subscription service for cord-cutters.
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