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

Roku has launched a standalone mobile app for its $2.99 ad-free streaming service Howdy, available on iOS and Android in the U.S. Launched in August 2025, Howdy features nearly 10,000 hours of content from major studios. This app aims to enhance accessibility while complementing premium services amidst rising costs. Howdy's expansion to platforms like Amazon's Prime Video highlights its growth strategy.

Key Points

• Roku announced a new mobile app for Howdy, making the $2.99 streaming service accessible on-the-go.
• Howdy, launched in August 2025, includes nearly 10,000 hours of ad-free content from major partners like Disney and Warner Bros.
• The service is designed to be affordable, complementing premium services rather than competing with them.
• The app's launch follows a deal with Amazon where Howdy also launched on Prime Video, marking its first move beyond the Roku ecosystem.
• Roku aims to grow Howdy and enhance its streaming offerings, which also includes the popular free Roku Channel.

Relevance

• The launch of Howdy reflects the ongoing trend of affordable streaming options as consumers seek value amidst rising costs.
• Roku's acquisition of Frndly TV and the expansion of Howdy shows its strategy to diversify content offerings in a competitive streaming market.
• The increase in mobile streaming apps aligns with the trend towards content accessibility and consumer preference for on-the-go viewing.

Roku's launch of the Howdy app signifies a pivotal move towards making ad-free content more affordable, enhancing access for users, and strategically expanding its streaming portfolio in a competitive market.