Roku has introduced a new standalone mobile application for Howdy, its $2.99-per-month ad-free streaming service, expanding access beyond its proprietary platform. The app is now available on iOS and Android in the U.S., enabling subscribers to stream content on the go. Launched in August 2025, Howdy offers a library of nearly 10,000 hours of content from partners including Lionsgate, Sony Pictures, Disney Entertainment, Warner Bros. Discovery, and FilmRise, alongside select Roku Originals. The service features a diverse catalog such as films like 'A Haunting in Venice' and 'Ice Age', along with TV shows like 'Weeds' and 'Kids in the Hall', catering to multiple genres including rom-coms, medical dramas, and classics. With a price point of $2.99 per month, Howdy positions itself as the cheapest ad-free streaming service currently available. Gil Fuchsberg, President of Subscriptions, Partnerships, and Corporate Development at Roku, emphasized the service’s affordability, stating in a press release, “At a time when most things are getting more expensive, Howdy is designed to make premium, ad-free streaming more affordable and accessible for all viewers.”
Expansion beyond Roku’s ecosystem
The mobile app launch follows Roku’s recent expansion of Howdy to Amazon’s Prime Video, marking its first step outside the Roku platform. This move aligns with Roku’s broader strategy to grow its streaming footprint, including the acquisition of Frndly TV for $185 million in late 2025. Howdy complements The Roku Channel, Roku’s free, ad-supported streaming service, which boasts over 125 million daily users and ranks as the top FAST platform in the market. Roku recently reported $80.5 million in net income for the fourth quarter of 2025 and announced plans to introduce new streaming bundles, further solidifying its position in the competitive streaming landscape.
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