Roku officially expanded its streaming service, Howdy, by launching a dedicated mobile app for iOS and Android users across the United States. This move enables subscribers to access the platform’s library of ad-free content on mobile devices, building on the service’s original debut on Roku hardware in August 2025.
Affordable Entertainment on the Go
Positioned as the most cost-effective ad-free streaming service currently on the market, Howdy is priced at just $2.99 per month. The service was strategically designed to act as a supplement to premium subscriptions rather than a direct competitor, focusing on providing high-quality entertainment at a lower price point during a period of rising subscription costs.
The service offers an extensive library featuring nearly 10,000 hours of content. Key partnerships include major studios such as:
- Lionsgate
- Sony Pictures
- Disney Entertainment
- Warner Bros. Discovery
- FilmRise
Subscribers gain access to a diverse range of titles, including A Haunting in Venice, Ice Age, Weeds, and Kids in the Hall, alongside a variety of genres like medical dramas, rom-coms, and classic 90s comedies.
Strategic Expansion Beyond the Roku Ecosystem
The release of the standalone mobile app follows Roku’s recent efforts to broaden Howdy’s reach. Just last week, the company announced that Howdy is now available via Amazon’s Prime Video, marking the service’s first significant expansion outside of its native ecosystem. This growth reflects Roku’s broader strategy to scale its subscription business, which recently saw a boost following the company’s $185 million acquisition of Frndly TV.
“Launching the Howdy mobile app on iOS and Android enables us to continue growing the service beyond the Roku platform,” said Gil Fuchsberg, president of Subscriptions, Partnerships and Corporate Development at Roku. “It brings Howdy’s unique value and quality entertainment to even more viewers.”
Howdy and the Broader Roku Portfolio
Howdy operates alongside The Roku Channel, the company’s flagship free, ad-supported streaming (FAST) service. Currently, The Roku Channel remains the most popular FAST platform, boasting over 125 million daily users and outperforming competitors like Tubi and Pluto TV.
The company’s recent financial health supports these initiatives, with Roku reporting a net income of $80.5 million in its 2025 fourth-quarter earnings. As Roku continues to evolve, the company has signaled plans to introduce new streaming bundles to further capture market share in the competitive connected TV landscape.
Users can download the new Howdy app via the iOS App Store or Google Play.