Roku Launches $2.99 Howdy Streaming Service in U.S.

Roku has launched Howdy, an ad-free subscription streaming service in the U.S., priced at $2.99 per month, making it the lowest-priced ad-free offering from a major company. The service provides nearly 10,000 hours of mainly older movies and TV series, including content licensed from Lionsgate, Warner Bros. Discovery, and FilmRise, as well as select Roku Originals. Howdy is currently accessible on Roku devices and through web/app platforms, with plans to expand to mobile and other platforms soon. Roku positions the service as a complement to premium platforms, targeting budget-conscious viewers seeking affordable, ad-free entertainment. Some analysts have pointed out Howdy's limited and dated content library, but its low price and lack of ads could attract consumers frustrated by rising costs and ad loads elsewhere. The launch is part of Roku’s strategy to diversify revenue streams beyond advertising and hardware.