Roku's Howdy streaming service has expanded beyond its home platform for the first time, launching as a subscription channel on Prime Video in the U.S. at $2.99 per month. It's a modest price for an ad-free experience, and the move puts Howdy in front of a much wider audience.
The service launched on Roku's own platform back in August 2025, so this marks the first time it's available outside of that ecosystem. Prime Video subscribers can now add Howdy directly through the app, joining a catalogue of more than 100 subscription channels already available in the U.S.
The library is broader than you might expect at this price point. Howdy offers over 10,000 hours of content sourced from Disney Entertainment, FilmRise, Lionsgate, Sony Pictures, and Warner Bros. Discovery, plus a selection of Roku Originals. Current highlights include “A Haunting in Venice,” “Sleepless in Seattle,” and “Ice Age,” with a mix of rom-coms, medical dramas, '90s comedies, and feel-good classics rounding things out.
At $2.99, Howdy is clearly positioning itself as an easy add-on rather than a primary subscription. The pitch is simple enough: no ads, thousands of titles, and a price low enough that it doesn't feel like a commitment. Whether the content library is deep enough to retain subscribers long-term will be the real test.
For Roku, the expansion fits into a broader strategy of growing platform revenue through both first- and third-party subscriptions. The company already operates The Roku Channel, a free ad-supported service, and Frndly TV, a budget live TV option. Howdy adds an ad-free tier to that lineup, and distributing it through Prime Video extends its reach well beyond Roku's own devices, which currently reach over 125 million people across U.S. households daily.
If you're already a Prime Video subscriber and find yourself skipping through ads on other services, Howdy is worth a look. You can sign up at howdy.tv.
