Roku announced the launch of a new mobile app for Howdy, its ad-free streaming service priced at $2.99 per month. The app, available on iOS and Android in the U.S., allows subscribers to stream its extensive library of nearly 10,000 hours, which includes content from partners like Lionsgate, Sony Pictures, Disney Entertainment, Warner Bros. Discovery, and FilmRise, as well as select Roku Originals. Titles featured include “A Haunting in Venice,” “Ice Age,” “Weeds,” and “Kids in the Hall,” among others.
Howdy aims to deliver affordable premium streaming during times of rising costs and is designed to complement rather than compete with premium services. Roku President Gil Fuchsberg highlights the goal to make quality entertainment accessible to more viewers with the new mobile app. This expansion follows Howdy’s recent launch on Amazon’s Prime Video, marking its first venture outside Roku’s realm. Last year, a deal between Roku and Amazon was made to share advertisement data for connected TVs.
Roku’s move to release Howdy followed their $185 million acquisition of Frndly TV, a streaming service offering live TV and more. Additionally, Howdy complements The Roku Channel, Roku’s popular free, ad-supported streaming service, used by over 125 million people daily. In the fourth quarter of 2025, Roku revealed a net income of $80.5 million and announced upcoming streaming bundles to enhance profitability.