On Tuesday, Roku unveiled its standalone Howdy mobile app, broadening access to its newly launched ad-free streaming service for just $2.99 a month. Available on both iOS and Android, the app enables subscribers to enjoy Howdy’s extensive content library, boasting nearly 10,000 hours of entertainment sourced from key partners like Lionsgate, Sony Pictures, and Disney.
Since its debut in August 2025, Howdy has featured a variety of popular titles, including “A Haunting in Venice,” “Ice Age,” and classic comedies, catering to diverse viewer preferences. The app’s launch allows users to stream content seamlessly on-the-go, further positioning Howdy as the most affordable ad-free streaming option available in a market where costs are typically rising.
Gil Fuchsberg, Roku’s president of Subscriptions, Partnerships, and Corporate Development, emphasised the app’s importance in making premium streaming services more accessible during challenging economic times. “Howdy is designed to make premium, ad-free streaming more affordable and accessible for all viewers,” he stated, highlighting Roku’s commitment to providing quality entertainment.
The introduction of the Howdy app coincides with its recent availability on Amazon’s Prime Video, signifying Howdy’s first move beyond the Roku ecosystem. This follows Roku’s partnership with Amazon, aimed at sharing advertising data for connected TV platforms.
This latest initiative emerges just months after Roku’s acquisition of Frndly TV, a streaming service offering live TV and on-demand content, in a $185 million deal. Howdy complements Roku’s existing offerings, including The Roku Channel, which is recognized as the most popular free ad-supported streaming service, with over 125 million active users daily.
In its recently released Q4 2025 earnings report, Roku reported a net income of $80.5 million and announced plans for new streaming bundles, signifying ongoing growth in the competitive streaming landscape. With the Howdy app, Roku continues to evolve as a significant player, making strides in delivering affordable streaming solutions to a broader audience.
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