Just days after launching its latest line of affordable streaming sticks aimed at budget-conscious consumers, Roku has now rolled out Howdy. Howdy is a surprisingly low-cost, ad-free streaming service that seems designed to round out the company's growing ecosystem.
It costs only $3 per month, and offers access to a library of pre-existing movies and TV shows, including titles from Warner Bros. Discovery, Lionsgate, and Roku Originals. It's a bold move that is going to undercut Netflix and many major players, especially now that they're raising prices and stuffing in more ads.
Say hello to affordable and convenient streaming
The name “Howdy” is a friendly and distinctly Texan-style greeting. It's fitting for Roku’s latest service and signals a casual, welcoming approach in stark contrast to the increasingly complex bundles and premium tiers of rival platforms. Roku made it clear that the $3 monthly price is permanent and not a limited-time offer or promotional rate.
But who knows? This isn't the first time a service has launched with mouthwatering pricing, and eventually, raised it to ridiculous heights. Only time will tell if they'll stick to that statement.
We’re meeting a real need for consumers who want to unwind with their favorite movies and shows uninterrupted and on their terms. Howdy is a natural step for us at Roku, extending our mission to make better TV for everyone, by making it affordable, accessible, and built for how people watch today.
Anthony Wood, Roku Founder and CEO.
Also, there's no long-term commitment required. So if you decide to cancel after a few days or months, you can do so without any penalty. In addition to the licensed titles from Warner Bros. Discovery and Lionsgate, Howdy will also be home to Roku Originals, including standout content like the Weird Al “biopic” that drew praise for its quirky tone and performances.
Related: These are the must-watch sci-fi series currently streaming on Netflix
Howdy launch signals wider expansion
Howdy will be available first on Roku devices, with plans to roll out on mobile and other platforms soon. So if you haven’t already, this might be the right time to add their streaming stick to your setup. You can grab either of their newest 2025 models, the HD or the Plus. Both of which recently launched in April.
The Streaming Stick HD is best if you’re using an older 1080p TV, want to replace your nerfed Fire Stick, or have other reasons. It costs $30. If you want better future-proofing, though, the Streaming Stick Plus is a much smarter pick. It supports 4K Ultra HD, HDR10, HDR10+, and HLG, giving you noticeably richer picture quality if you have a capable screen.
Roku’s recent moves point to an expansion as they had also acquired acquiring Frndly TV in May this year. They're now positioning themselves as a one-stop hub for viewers who are tired of juggling multiple expensive platforms. It bodes well for the company’s future.
The brand is making a big show of Howdy’s launch by taking over Times Square from August 5 to August 31 with branded digital billboards. They're also using the service to boost platform monetization and expand its influence across both third-party subscriptions and first-party services.
