Roku is entering the streaming market with an ad-free subscription service aimed at price-conscious consumers. The new service, called Howdy, will offer a range of library films and series from Warner Bros. Discovery, Lionsgate, and other suppliers. Priced at just $2.99 a month, it’s significantly cheaper than other SVODs, which have seen prices surge in recent years.
Roku CEO Anthony Wood sees an opportunity to attract viewers who want uninterrupted content without breaking the bank. “A large part of subscription viewing is library content,” he said in an interview with Deadline. The service will include 10,000 hours of programming, including titles like Elvis, Mad Max: Fury Road, and the Back to the Future franchise.
Howdy’s success hinges on Roku’s massive reach, which has already hit 90 million households. Other non-Roku platforms will soon be activated, extending its footprint to 125 million people per day. The launch follows Roku’s acquisition of streaming pay bundle Frdnly earlier this year.
The service is designed to compete with other SVODs that have increased their prices in recent years. Apple TV+, for example, doubled its price just five years into existence, while YouTube TV has seen two increases in under two years. Peacock has also phased in steep hikes, including a new $3-a-month add-on.
Industry insiders say Roku is well-positioned to launch Howdy due to its technical capabilities and commercial relationships. Lionsgate’s President of Worldwide Television Distribution, Jim Packer, praised the service as “the perfect partner” for launching an ad-free streaming experience.
Source: https://deadline.com/2025/08/roku-launches-howdy-subscription-streaming-low-price-1236477758