Roku’s new streaming service, Howdy, has quickly gained traction with over 1 million subscribers, according to data from research firm Antenna. Launched in August 2025, Howdy offers an affordable ad-free option at $2.99 per month, appealing to viewers seeking low-cost streaming experiences. The service includes around 10,000 hours of content, featuring movies and TV shows from studios like Lionsgate and Warner Bros. Discovery, including titles such as “The Blind Side,” “Mad Max: Fury Road,” and “Weeds.”
Howdy expanded its accessibility by launching a standalone mobile app and becoming available on Amazon Prime Video, contributing to its rapid subscriber growth. Antenna reports that Howdy gained nearly 300,000 subscribers in its first month, with a steady increase of at least 100,000 monthly. Six months after launch, 51% of early subscribers remained active, surpassing the retention rates of other SVOD services.
While Howdy’s subscriber count is modest compared to giants like Netflix and Disney+, and free platforms such as Tubi, Roku positioned Howdy as a complementary, budget-friendly streaming option rather than a direct competitor to leading services. In a time of rising prices, this straightforward, low-cost approach may resonate with viewers.