Roku’s $3 Howdy Subscription Service Debuts on Prime Video

Roku announced on Tuesday the launch of Howdy, its $3 ad-free streaming service, on Amazon’s Prime Video. This marks the service’s first expansion beyond Roku’s platform. Launched in August 2025, Howdy offers a collection of nearly 10,000 hours of content from partners like Lionsgate, Sony Pictures, Disney Entertainment, Warner Bros. Discovery, and FilmRise, along with select Roku Original titles. Subscribers can enjoy titles such as “A Haunting in Venice,” “Ice Age,” “Weeds,” and “Kids in the Hall,” in addition to rom-coms, medical dramas, ’90s comedies, and classics. Howdy, initially aimed to complement rather than compete with premium services, requires an Amazon Prime membership or a standalone Prime Video subscription for sign-up. Gil Fuchsberg, Roku’s President of Subscriptions, Partnerships, and Corporate Development, said the goal is to make quality entertainment more accessible by expanding to Prime Video, enhancing the mission to provide an affordable ad-free streaming experience. This expansion aligns with Roku CEO and founder Anthony Wood’s earlier statement that Howdy would reach other platforms. The launch followed Roku’s $185 million acquisition of Frndly TV, a service offering live TV, on-demand video, and cloud DVR. Howdy is part of the Roku Channel, Roku’s free, ad-supported streaming service, reportedly the most popular FAST service, surpassing rivals Tubi and Pluto TV, with over 125 million daily users. Last month, Roku reported a net income of $80.5 million for the fourth quarter of 2025 and announced plans to introduce new streaming bundles.