Roku has extended its Howdy subscription service beyond its own platform by launching it on Amazon Prime Video. Priced at $3 per month, Howdy offers an ad-free streaming experience with nearly 10,000 hours of content from major partners such as Lionsgate, Sony Pictures, Disney Entertainment, Warner Bros. Discovery, and FilmRise. The service, which debuted in August 2025, includes popular titles like “A Haunting in Venice,” “Ice Age,” “Weeds,” and “Kids in the Hall,” along with a diverse selection of rom-coms, medical dramas, ’90s comedies, and classic films.
Subscribers accessing Howdy through Prime Video must have either an Amazon Prime membership or a standalone Prime Video subscription. Roku’s President of Subscriptions, Partnerships, and Corporate Development, Gil Fuchsberg, stated that the expansion aims to make quality entertainment more accessible by providing an affordable, ad-free option to a broader audience.
This move aligns with Roku CEO Anthony Wood’s earlier remarks at CES 2026, where he indicated plans to bring Howdy to platforms beyond Roku devices. The launch follows Roku’s acquisition of Frndly TV for $185 million, a service offering live TV, on-demand content, and cloud DVR features. Howdy complements Roku’s existing free, ad-supported streaming service, The Roku Channel, which reportedly reaches over 125 million daily users, making it the leading free ad-supported streaming TV (FAST) platform.
Roku recently reported a net income of $80.5 million for the fourth quarter of 2025 and announced plans to introduce new streaming bundles. The expansion of Howdy onto Prime Video represents a strategic effort to diversify Roku’s subscription offerings and increase its presence across multiple streaming ecosystems.
Read more: techcrunch.com