Roku Unveils A New Paid Streaming Service

 

Roku, the leading TV streaming platform in the U.S., Canada, and Mexico, launched Howdy, a new subscription video-on-demand service priced at just $2.99 per month. This ad-free streaming option aims to provide high-quality entertainment at a fraction of the cost of premium services like Netflix, Disney+, or HBO Max, positioning itself as a complementary rather than competitive offering. 

With a library of nearly 10,000 hours of content, Howdy is designed to appeal to budget-conscious viewers seeking uninterrupted access to beloved movies and TV shows.

Howdy launches with a library of thousands of titles, totaling nearly 10,000 hours of entertainment. The content is sourced from major partners, including Lionsgate, Warner Bros. Discovery, and FilmRise, as well as select Roku Original titles. While the full catalog has not been disclosed, Roku highlights a diverse selection of fan-favorite films and series, including:

• Movies: Mad Max: Fury Road, The Blind Side, Dirty Dancing, Elvis, Reservoir Dogs, Fruitvale Station, and American Psycho.
• TV Shows: Weeds, Kids in the Hall, Party Down, Southland, and Nurse Jackie.
• Genres: Iconic rom-coms, medical dramas, ‘90s comedies, thrillers, true crime, and feel-good classics.

Roku acknowledges that Howdy’s library may not rival the extensive catalogs of premium services but emphasizes its focus on “comfort fare”—popular, familiar content that resonates with viewers. "We don’t think it’ll replace a ‘tier one’ streaming service," Wood told USA TODAY. “People have multiple streaming services, and it will be a great complement.” By leveraging existing, well-loved titles rather than investing in costly original programming, Howdy keeps costs low while delivering content that viewers already enjoy.

Roku’s Howdy enters the streaming market as a refreshing, budget-friendly alternative, offering ad-free entertainment at an unbeatable price. By focusing on familiar, high-quality content and leveraging its extensive platform reach, Roku aims to fill a gap for viewers frustrated by rising subscription costs and ad-heavy tiers. While it may not replace premium services, Howdy’s affordability and accessibility make it a compelling addition to the streaming landscape, inviting viewers to say “howdy” to a new way to watch their favorite shows and movies