Roku launches a standalone app for Howdy, its $2.99 streaming service

On Tuesday, Roku made a significant move by introducing a standalone mobile application for its ad-free streaming service, Howdy, which is available for just $2.99 per month. The app can be downloaded on both iOS and Android devices in the U.S., allowing subscribers to enjoy content on the go. Launched in August 2025, Howdy boasts an impressive library of nearly 10,000 hours of programming from major partners such as Lionsgate, Sony Pictures, Disney Entertainment, Warner Bros. Discovery, and FilmRise, in addition to select Roku Original titles. Viewers can find a diverse range of content, including popular titles like "A Haunting in Venice," "Ice Age," and classic series such as "Weeds" and "Kids in the Hall." Roku emphasizes that Howdy is designed to enhance, rather than compete with, existing premium services. Gil Fuchsberg, President of Subscriptions, Partnerships, and Corporate Development at Roku, stated, "At a time when most things are getting more expensive, Howdy aims to make premium, ad-free streaming more affordable and accessible for all viewers." The app's launch follows a recent announcement that Howdy will also be available on Amazon’s Prime Video, marking its first expansion beyond the Roku platform. This development comes in the wake of a major advertising data-sharing agreement between Roku and Amazon for connected TVs. Additionally, Howdy's introduction follows Roku's acquisition of Frndly TV, a service offering live TV and on-demand video, for $185 million. Howdy complements The Roku Channel, the company’s free ad-supported streaming service, which remains the leading FAST service, outpacing rivals like Tubi and Pluto TV. Roku reports that over 125 million users engage with its platform daily. The company also recently released its fourth-quarter earnings for 2025, revealing a net income of $80.5 million and plans to launch new streaming bundles.