Roku has expanded its ad-free subscription video-on-demand (SVOD) service, Howdy™, by launching it as a subscription channel on Prime Video in the U.S. This move marks the first time Howdy is available beyond Roku’s own platform, offering its affordable streaming service for $2.99 per month.
Howdy’s library includes popular films like A Haunting in Venice, Sleepless in Seattle, and Ice Age, along with a variety of rom-coms, medical dramas, ‘90s comedies, and feel-good classics. This diverse catalog appeals to a broad audience seeking uninterrupted entertainment without ads.
Gil Fuchsberg, President of Subscriptions, Partnerships, and Corporate Development at Roku, explained Howdy’s mission: "Howdy offers quality content with no ads for just $2.99 a month, making it a superb value and an ideal complement to other subscriptions." He emphasized the service’s affordability and accessibility as key factors driving its growing popularity.
Ryan Pirozzi, Head of Prime Video Channels U.S., underscored the strategic importance of this addition for Prime Video. He stated, "This milestone advances our mission to make premium content widely available to our Prime Video customers." The inclusion of Howdy aligns with Prime Video’s goal to offer a broad spectrum of quality subscriptions.
By joining Prime Video’s extensive collection of over 100 subscription options, Howdy broadens its audience reach. Subscribers will gain access to thousands of titles and over 10,000 hours of content from top studios like Disney Entertainment, FilmRise, Lionsgate, Sony Pictures, and Warner Bros. Discovery, as well as select Roku Originals.
The launch supports Roku’s broader strategy to increase platform revenue and expand subscriptions across its ecosystem, which currently reaches more than 125 million viewers daily in U.S. households. Roku remains the leading TV streaming platform in the U.S., Canada, and Mexico by hours streamed.
Since its debut on the Roku platform in August last year, Howdy has positioned itself as a low-cost, ad-free alternative amid a crowded streaming landscape. Roku’s streaming portfolio also includes The Roku Channel, the most-watched free ad-supported TV (FAST) service in the U.S., and Frndly TV™, a budget-friendly live TV subscription.
Consumers interested in Howdy can subscribe through Prime Video at $2.99 per month or continue to access it directly on Roku devices. This expansion marks a significant step in making affordable, ad-free streaming options more widely accessible across platforms.
For additional information or to subscribe, users can visit Howdy’s official website. Roku’s ongoing platform evolution suggests continued growth in content offerings and partnerships aimed at meeting diverse viewer preferences.
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