Archive — US — techcrunch
Roku’s $3 streaming service Howdy will be coming to other platforms, CEO says
At CES 2026, Roku's CEO Anthony Wood announced plans to expand Howdy, a $2.99/month ad-free streaming service launched last August, to other platforms beyond Roku. This expansion targets a market segment that is losing affordable, ad-free streaming options as competitors raise prices. Wood aims for Howdy to be widely available on various devices, acknowledging the current market trend of increasing streaming costs.
Key points
- Roku launched Howdy in August 2026 for $2.99/month, providing ad-free content.
- Roku aims to compete in a market where competitors are raising prices and introducing heavier ad loads.
- CEO Anthony Wood noted that no current services target low-cost, ad-free options, addressing a gap in the market.
- Roku plans to extend Howdy beyond its platform to mobile apps and web, ensuring broader availability.
- Wood anticipates significant growth for Howdy based on market trends, though specific subscriber numbers were not disclosed.
Why it matters
- Roku's move aligns with the 2025 IT trend of increasing focus on affordable, user-friendly streaming services amid rising costs from competitors.
- The streaming market is witnessing significant changes, as platforms like Netflix and Disney+ increase subscription prices, driving demand for cheaper alternatives.
- The trend of expanding services across multiple platforms indicates a shift in streaming strategies, with companies seeking to enhance accessibility and reach diverse audiences.
Roku's expansion of Howdy reflects a strategic response to escalating streaming costs, aiming to capture an underserved market segment with affordable options while positioning itself as a leading competitor in the evolving streaming landscape.