Roku’s $3 Howdy subscription service launches on Prime Video

Roku has officially introduced its $3 ad-free streaming service, Howdy, on Amazon's Prime Video, marking a significant milestone as it ventures beyond its own platform. This development follows the service's initial launch in August 2025 and represents the first time Howdy will be available outside the Roku ecosystem. With an extensive library offering nearly 10,000 hours of content, Howdy features a diverse array of titles from major partners, including Lionsgate, Sony Pictures, Disney Entertainment, Warner Bros. Discovery, and FilmRise. Subscribers can enjoy a variety of genres, from iconic films like "A Haunting in Venice" and "Ice Age" to beloved series such as "Weeds" and "Kids in the Hall," alongside a mix of rom-coms, medical dramas, and classic comedies. Roku emphasizes that Howdy is designed to enhance the viewing experience rather than compete with existing premium streaming services. To access Howdy through Prime Video, users will need an Amazon Prime membership or a standalone Prime Video subscription. Gil Fuchsberg, Roku's President of Subscriptions, Partnerships, and Corporate Development, stated, "Our goal has always been to make great entertainment more accessible. Expanding to Prime Video builds on our momentum and furthers our mission to deliver an ad-free streaming experience at a price that makes it easy for audiences everywhere to enjoy content they love." The decision to launch Howdy on Prime Video aligns with Roku CEO Anthony Wood's earlier comments at CES, where he hinted at plans to bring the service to additional platforms. This rollout comes shortly after Roku's acquisition of Frndly TV for $185 million, a service dedicated to live TV, on-demand video, and cloud-based DVR. Furthermore, Howdy will join the Roku Channel, the company's popular free ad-supported streaming service that has outperformed competitors like Tubi and Pluto TV. With over 125 million daily users, Roku continues to solidify its position in the streaming market. Recently, the company reported a net income of $80.5 million for the fourth quarter of 2025, alongside plans to introduce new streaming bundles.