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Roku Debuts Howdy as $2.99 Ad-Free Streaming Option

Howdy arrives on Roku hardware with a permanent $2.99 monthly fee to unlock nearly 10,000 hours of ad-free licensed films and shows.

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Overview

  • Launched August 5, Howdy is currently only available on Roku devices and the Roku app in the US, with mobile and third-party expansions planned.
  • The ad-free service features nearly 10,000 hours of licensed content from partners including Lionsgate, Warner Bros. Discovery and FilmRise alongside select Roku Originals.
  • Roku insists the $2.99 price is permanent rather than promotional, aiming to appeal to viewers frustrated by rising subscription costs and ads on tier-one platforms.
  • Howdy is expressly positioned as a complement to, not a competitor against, higher-priced streaming services.
  • With Roku hardware installed in over half of US households and reaching 125 million daily users, the company leverages its platform to drive subscription revenue.