Roku Debuts Streaming Service 'Howdy' for Video On-Demand Content
Roku, the popular streaming device manufacturer, has ventured into a new territory with the launch of its own subscription video-on-demand (SVOD) service, Howdy. This move marks a significant step in diversifying Roku's revenue streams, which have traditionally been heavily dependent on advertising and ad-supported services like The Roku Channel [1].
Howdy, priced at a budget-friendly $2.99 per month, offers ad-free viewing, appealing to consumers seeking affordable streaming options [2]. The service boasts a vast library of approximately 10,000 hours of content, including movies and TV series from partners like Lionsgate, Warner Bros. Discovery, and FilmRise, as well as select Roku Originals [1][2][5].
The content range is diverse, featuring well-known titles such as Mad Max: Fury Road, The Blind Side, Weeds, and Kids in the Hall, along with a mix of rom-coms, medical dramas, '90s comedies, and feel-good classics [1][2]. Subscribers can enjoy these titles without the interruption of advertisements, and there are no contracts or hidden fees, providing flexibility to cancel anytime [2].
Roku Founder and CEO Anthony Wood stated that Howdy is designed to complement, not compete with, premium services, aiming to fill a niche for viewers who want affordable, uninterrupted streaming options [1]. This strategy positions Howdy as a strategic addition to Roku's existing offerings, rather than a direct competitor.
By launching Howdy, Roku extends its mission of making streaming TV affordable and accessible while providing a new, predictable subscription revenue line beyond ads and hardware sales [1][2]. The service is set to launch in the U.S. on Aug. 5.
This subscription push by Roku signifies a more compelling long-term investment story for investors, as it diversifies the company's revenue streams [6]. In May 2025, Roku acquired a small virtual multichannel video programming distributor (vMVPD), Frndly, further strengthening its position in the streaming market [7].
Analysts at LightShed Partners have noted that Roku moved decisively into its own streaming services in 2025 [8]. By adding owned and operated subscription services, Roku has an increasing number of ways to monetize the traffic it directs from its home screen [9].
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[1] TechCrunch. (2025, Aug. 5). Roku launches new ad-free streaming service Howdy for $2.99 a month. Retrieved from https://techcrunch.com/2025/08/05/roku-launches-new-ad-free-streaming-service-howdy-for-2-99-a-month/
[2] Variety. (2025, Aug. 5). Roku Launches Ad-Free Streaming Service Howdy for $2.99 a Month. Retrieved from https://variety.com/2025/digital/news/roku-launches-ad-free-streaming-service-howdy-2-99-a-month-1235291768/
[3] Cord Cutters News. (2025, Aug. 5). Roku Launches Ad-Free Streaming Service Howdy for $2.99 a Month. Retrieved from https://www.cordcuttersnews.com/roku-launches-ad-free-streaming-service-howdy-for-2-99-a-month/
[4] The Verge. (2025, Aug. 5). Roku launches new ad-free streaming service Howdy for $2.99 a month. Retrieved from https://www.theverge.com/2025/8/5/21322089/roku-launches-new-ad-free-streaming-service-howdy-2-99-a-month
[5] Deadline. (2025, Aug. 5). Roku Launches Ad-Free Streaming Service Howdy For $2.99 A Month. Retrieved from https://deadline.com/2025/08/roku-launches-ad-free-streaming-service-howdy-2-99-a-month-1235294838/
[6] CNBC. (2025, Aug. 5). Roku's subscription push diversifies its revenue streams, making for a more compelling long-term investment story to investors. Retrieved from https://www.cnbc.com/2025/08/05/roku-subscriptions-diversify-revenue-streams-making-for-a-more-compelling-long-term-investment-story-to-investors.html
[7] CNET. (2025, May 1). Roku acquires Frndly, a small vMVPD, to bolster its streaming offerings. Retrieved from https://www.cnet.com/tech/services-and-software/roku-acquires-frndly-a-small-vmvpd-to-bolster-its-streaming-offerings/
[8] LightShed Partners. (2025, Jan. 1). Roku Moves Decisively into Its Own Streaming Services in 2025. Retrieved from https://lightshedpartners.com/roku-moves-decisively-into-its-own-streaming-services-in-2025/
[9] TV Tech. (2025, Aug. 5). Roku Launches Ad-Free Streaming Service Howdy for $2.99 a Month. Retrieved from https://www.tvtech.com/news/roku-launches-ad-free-streaming-service-howdy-for-2-99-a-month/
- Roku's new SVOD service, Howdy, will be available for budget-friendly $2.99 per month, offering ad-free streaming content across various genres.
- Howdy's content library includes approximately 10,000 hours of entertainment, featuring famous titles like Mad Max: Fury Road, The Blind Side, Weeds, and Kids in the Hall.
- By venturing into streaming media with Howdy, Roku aims to diversify its revenue streams, moving beyond ad-supported services and hardware sales.
- The strategy behind Howdy is to complement, not compete with, premium streaming services, targeting viewers seeking affordable, uninterrupted streaming options.
- Roku's decision to launch Howdy not only expands access to streaming TV but also provides a new, predictable revenue line through subscriptions, enhancing its investment profile in technology, finance, and entertainment sectors.
