Roku’s $3 streaming service Howdy will be coming to other platforms, CEO says

During CES 2026, Roku’s founder and CEO, Anthony Wood, provided insights into the future of its latest streaming service, Howdy, which launched in August at a competitive price of $2.99 per month. This ad-free streaming option stands out in an industry where many competitors are increasing their subscription costs. Wood highlighted the current trend in the streaming market, noting that many services are becoming pricier while also loading their platforms with ads. "The opportunity for Howdy was — if you just look at what's going on in the streaming world with streaming services, they’re getting more expensive. They keep raising prices, and they keep adding larger and larger ad loads," he stated at the Variety Entertainment Summit. He emphasized the gap that Howdy aims to fill, as there are currently no services targeting budget-conscious viewers seeking an affordable, ad-free experience. Furthermore, Wood hinted that Roku's plans for Howdy include expanding its availability beyond just Roku devices. When asked for specifics about the potential expansion to other platforms, including mobile apps and web browsers, Wood expressed a desire to ensure Howdy is accessible everywhere, indicating that it could eventually be available on a wide range of devices. Although he did not disclose subscriber figures, he remains optimistic about the service's growth potential, suggesting it could become a significant player in the streaming landscape.