Roku is expanding the reach of its budget-friendly, ad-free streaming service, Howdy, making it available to Prime Video subscribers in the United States for $2.99 per month. This marks the first time Howdy, launched in August 2025, will be offered outside of the Roku platform itself, signaling a strategic move to broaden its audience and compete in the increasingly crowded streaming landscape. The service currently boasts a library of popular films like “A Haunting in Venice,” “Sleepless in Seattle,” and “Ice Age,” alongside a selection of classic rom-coms, medical dramas, and ‘90s comedies.
The move comes as consumers increasingly evaluate the cost of multiple streaming subscriptions. Howdy aims to fill a niche for viewers seeking an ad-free experience without the higher price tags associated with many major streaming platforms. Roku’s broader strategy involves growing revenue through both its own streaming channels and by facilitating subscriptions to third-party services, reaching over 125 million people in U.S. Households daily, according to the company.
Expanding Access to Affordable Streaming
Roku announced the expansion to Prime Video on March 25, 2026, highlighting the company’s commitment to accessibility. “Our goal has always been to make great entertainment more accessible,” said Gil Fuchsberg, President of Subscriptions, Partnerships and Corporate Development at Roku, in a statement. “Howdy offers quality content with no ads for just $2.99 a month, making it a superb value and an ideal complement to other subscriptions. We’re pleased with the response we’ve seen from our viewers and partners since launch. Expanding to Prime Video builds on our momentum and furthers our mission to deliver an ad-free streaming experience at a price that makes it easy for audiences everywhere to enjoy content they love.”
The partnership with Amazon’s Prime Video leverages the platform’s existing subscriber base and simplifies access for potential Howdy users. Prime Video currently offers over 100 subscription options in the U.S., and the addition of Howdy further diversifies its offerings. Ryan Pirozzi, Head of Prime Video Channels, U.S., echoed the sentiment, stating, “We’re delighted to launch the Howdy streaming service on Prime Video at an accessible price that delivers exceptional value. This milestone advances our mission to make premium content widely available to our Prime Video customers. Our subscription business’s continued growth demonstrates that customers appreciate the choice, quality, and diverse programming we offer through Prime Video.”
What Viewers Can Expect from Howdy
Howdy’s content library includes over 10,000 hours of entertainment sourced from major studios including Disney Entertainment, FilmRise, Lionsgate, Sony Pictures, and Warner Bros. Discovery. The service likewise features select Roku Originals. For $2.99 per month, subscribers gain access to a rotating selection of films and television series, all without commercial interruptions. This positions Howdy as a direct competitor to other low-cost streaming options, but with the added benefit of an entirely ad-free experience.
The launch on Prime Video is intended to streamline the subscription process for potential customers. Users can now add Howdy to their Prime Video account with a few clicks, eliminating the need to create a separate account or navigate to a different platform. This integration is expected to drive adoption and expand Howdy’s reach beyond Roku device owners.
Roku’s Broader Streaming Strategy
Howdy is part of a larger portfolio of streaming services operated by Roku. The company also runs The Roku Channel, which is currently the most-watched free ad-supported TV (FAST) service in the U.S., according to Nielsen Streaming Ratings data from October 2025. Roku also offers Frndly TV™, an affordable live TV subscription service. These offerings demonstrate Roku’s commitment to providing a diverse range of streaming options to cater to different consumer preferences, and budgets.
Roku’s success is tied to its position as the leading TV streaming platform in the U.S., Canada, and Mexico, a claim supported by data from Hypothesis Group as of December 2025. The company’s ability to attract and retain users is crucial to its continued growth, and the expansion of Howdy to Prime Video is a key component of that strategy.
Looking Ahead
The expansion of Howdy to Prime Video represents a significant step in Roku’s efforts to diversify its revenue streams and broaden its reach within the competitive streaming market. The company will likely continue to explore opportunities to expand its subscription offerings and integrate its services with other platforms. Roku has not yet announced any specific plans for future content additions or platform expansions for Howdy, but the company is expected to provide updates in the coming months.
Subscribers interested in learning more about Howdy or signing up for the service can visit howdy.tv.
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