Quick Read
- Roku has launched a new ad-free streaming service called Howdy for $2.99 per month.
- Howdy offers nearly 10,000 hours of nostalgic movies and TV shows from Warner Bros., Lionsgate, and Filmrise.
- The service is currently available only on Roku devices, web browsers, and the Roku app.
- Howdy aims to attract budget-conscious viewers amid rising streaming subscription costs.
In a competitive streaming landscape where subscription costs are steadily climbing, Roku has introduced a refreshing alternative: Howdy, a new streaming service priced at just $2.99 per month. Launched on August 5, 2025, Howdy promises ad-free access to a curated library of nostalgic and comforting content. For viewers overwhelmed by the rising costs of platforms like Netflix and Disney+, Howdy positions itself as a budget-friendly solution offering simplicity and affordability.
A Unique Proposition in Streaming
Howdy stands out not only for its low price point but also for its ad-free model, a rarity in today’s streaming ecosystem. According to Ars Technica, the service boasts nearly 10,000 hours of content sourced from studios such as Warner Bros. Discovery, Lionsgate, and Filmrise. While its library is smaller compared to Roku’s flagship offering, The Roku Channel, Howdy focuses on delivering a more intimate selection of well-loved movies and TV shows. Notable titles include the films Mad Max: Fury Road, The Blind Side, and American Psycho, as well as TV series like Weeds, Kids in the Hall, and Forensic Files.
While the service currently lacks blockbuster exclusives or new releases, its emphasis on “comfort content” targets viewers who prefer familiar classics. The price point of $2.99 per month is not a promotional rate, as confirmed by Roku CEO Anthony Wood in an interview with USA Today. “We’re meeting a real need for consumers who want to unwind with their favorite movies and shows uninterrupted and on their terms,” Wood stated, highlighting the platform’s commitment to affordability.
Addressing Subscription Fatigue
The launch of Howdy comes at a time when many consumers are experiencing “subscription fatigue.” A 2023 report by Harvard Business School revealed that the average American household spends $273 monthly on subscription services, with streaming platforms accounting for a significant portion of that expense. As noted by Deseret, the cost of popular streaming services has surged in recent years. For instance, Disney+ has increased its ad-free subscription fee from $6.99 per month in 2020 to $16 in 2025, while Netflix’s lowest ad-free tier now costs $17.99 per month. By offering a no-frills, low-cost alternative, Howdy seeks to carve out a niche among budget-conscious consumers looking for entertainment without financial strain.
Additionally, Howdy’s ad-free model is a major draw for viewers who are tired of interruptions. Unlike platforms that rely on ad-supported tiers to keep costs low, Howdy’s approach ensures uninterrupted viewing, making it an attractive option for those seeking a seamless experience.
Access and Availability
For now, Howdy is available exclusively to Roku users through the Roku OS, accessible via web browsers, Roku-branded devices, and the Howdy app. According to Nexstar, Roku plans to expand the service to additional platforms, including mobile devices, in the near future. This limited availability may initially restrict its user base, but the company’s established presence in the streaming hardware market provides a solid foundation for growth.
Roku’s decision to launch Howdy aligns with its broader strategy of diversifying its offerings while maintaining affordability. The service complements Roku’s existing portfolio, which includes The Roku Channel and Frndly TV, and strengthens its position as a leader in the streaming space. By prioritizing user-friendly experiences and cost-effective solutions, Roku aims to appeal to a wide range of viewers, from casual watchers to cord-cutters.
What’s Next for Howdy?
The success of Howdy will depend on its ability to retain subscribers while gradually expanding its library. Although its initial selection is smaller than competitors, the focus on nostalgic and feel-good content could foster a loyal user base. Additionally, as streaming giants continue to raise prices, Howdy’s affordable pricing may attract customers who are re-evaluating their subscription choices.
Roku’s venture into the budget streaming market reflects a growing demand for simpler, more accessible entertainment options. By addressing the pain points of high costs and frequent ads, Howdy has the potential to reshape how viewers approach streaming subscriptions.
In a world of ever-expanding streaming options, Howdy offers a breath of fresh air—proof that affordability and quality can coexist in the digital entertainment landscape.