Roku is launching a new streaming service—and this one’s priced lower than a cup of coffee.
The company just introduced Howdy, a subscription-based, ad-free video service that costs $2.99 a month and includes nearly 10,000 hours of content from partners like Lionsgate, Warner Bros. Discovery, and FilmRise. The service goes live nationwide today, August 5, and will be available first on Roku devices, with plans to expand to mobile and other platforms.
Howdy isn’t trying to compete directly with the heavyweights like Netflix or Max—it’s aiming to fill the space between free ad-supported platforms and high-priced subscriptions. With no ads, no contracts, and a flat price, it’s designed for viewers who just want an easy way to watch familiar titles without interruptions or commitment.
The launch library includes a mix of recognizable names: Mad Max: Fury Road, The Blind Side, Weeds, and Kids in the Hall, along with older comedies, medical dramas, rom-coms, and feel-good classics. Roku also confirmed that some Roku Originals will be part of the lineup.
To promote the launch, Roku is taking over digital billboards in Times Square through the end of August with a full “howdy” branding campaign featuring the new service and its most well-known titles.
Roku already operates The Roku Channel, one of the most-watched free streaming services in the U.S., and holds a leading share of TV streaming hours in North America. With Howdy, it’s pushing into the subscription space with a lower-stakes option for viewers who want premium content without the usual price tag.