Roku has launched a standalone mobile app for Howdy, its ad-free streaming service offering, for both iOS and Android users in the U.S. The app enables subscribers to access nearly 10,000 hours of content on the go.
Howdy, priced at $2.99 per month, is currently the cheapest ad-free streaming service available. Launched in August 2025, the service features content from Roku’s partners, including Lionsgate, Sony Pictures, Disney Entertainment, Warner Bros. Discovery, and FilmRise, along with select Roku Original titles.
The library includes popular titles such as “A Haunting in Venice,” “Ice Age,” “Weeds,” and “Kids in the Hall,” as well as a variety of genres. Roku said Howdy is designed to complement premium services rather than compete with them.
“At a time when most things are getting more expensive, Howdy is designed to make premium, ad-free streaming more affordable and accessible for all viewers,” said Gil Fuchsberg, President of Subscriptions, Partnerships and Corporate Development at Roku. He emphasized that launching the mobile app extends Howdy’s reach beyond the Roku platform.
The app launch follows Howdy’s recent availability on Amazon’s Prime Video, marking its first expansion outside of Roku’s ecosystem. This move comes after a partnership agreement between Roku and Amazon to share advertising data for connected TVs.
Roku’s launch of Howdy occurred two months after acquiring Frndly TV for $185 million, a service featuring live TV, on-demand video, and cloud-based DVR capabilities. Howdy operates alongside The Roku Channel, the company’s free, ad-supported streaming service, which claims to be the most popular FAST service, surpassing competitors like Tubi and Pluto TV. Over 125 million users access The Roku Channel daily.
In its fourth-quarter earnings report for 2025, Roku reported a net income of $80.5 million and announced future plans to launch new streaming bundles.
