Roku has officially unveiled its new Howdy subscription service, priced at just $3, which is now available on Amazon's Prime Video platform. This marks the first instance of Howdy expanding beyond Roku's own ecosystem, offering a fresh option for streaming enthusiasts.
Initially launched in August 2025, Howdy boasts an impressive library of nearly 10,000 hours of content sourced from prominent partners such as Lionsgate, Sony Pictures, Disney Entertainment, Warner Bros. Discovery, and FilmRise. The service also features select titles from Roku Originals, ensuring a diverse selection for subscribers.
Viewers can enjoy a variety of popular titles, including "A Haunting in Venice," "Ice Age," and "Weeds," alongside a mix of rom-coms, medical dramas, classic comedies from the '90s, and more. Roku emphasizes that Howdy is designed to enhance the viewing experience without competing with premium streaming services.
To access Howdy through Prime Video, users will need either an Amazon Prime membership or a separate 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 on Prime Video aligns with earlier statements from Roku CEO Anthony Wood, who indicated at CES in January that Howdy would eventually be available on additional platforms. This strategic move follows Roku's acquisition of Frndly TV for $185 million, a service that provides live TV, on-demand video, and cloud-based DVR capabilities.
Howdy joins Roku's existing offerings, including The Roku Channel, which is recognized as the most popular free ad-supported streaming service (FAST), surpassing competitors like Tubi and Pluto TV. Roku reports that over 125 million users engage with the platform daily.
In its recent fourth-quarter earnings report for 2025, Roku announced a net income of $80.5 million and revealed plans to introduce new streaming bundles, further enhancing its portfolio in the competitive streaming landscape.