In a significant move to enhance its streaming offerings, Roku Inc. has announced the launch of its Howdy™ subscription video-on-demand (SVOD) service on Prime Video. This expansion marks a pivotal step in the company’s strategy to provide accessible, ad-free entertainment to a wider audience. Priced at an attractive $2.99 per month, Howdy is now available to Prime Video subscribers across the United States, effectively broadening its reach beyond the Roku platform.

2. An Accessible Streaming Alternative

Gil Fuchsberg, President of Subscriptions, Partnerships and Corporate Development at Roku, emphasized the company's commitment to making quality entertainment accessible to all. "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," Fuchsberg stated. This pricing strategy not only aims to attract budget-conscious consumers but also to position Howdy as a worthy addition to existing streaming bundles.

A Diverse Library of Content

Howdy currently boasts a rich library featuring audience favorites such as “A Haunting in Venice,” “Sleepless in Seattle,” and “Ice Age.” Additionally, subscribers can enjoy a range of genres, including iconic romantic comedies, gripping medical dramas, nostalgic ‘90s comedies, and feel-good classics. With thousands of titles and over 10,000 hours of entertainment from renowned studios like Disney Entertainment, Lionsgate, Sony Pictures, and Warner Bros. Discovery, Howdy is set to cater to a diverse audience.

3. Collaboration with Prime Video

Ryan Pirozzi, Head of Prime Video Channels in the U.S., expressed enthusiasm about the partnership, stating, "We’re delighted to launch the Howdy streaming service on Prime Video at an accessible price that delivers exceptional value." Pirozzi noted that this collaboration not only enhances the content available to Prime Video customers but also aligns with Amazon's mission to provide premium content options.

The addition of Howdy to Prime Video’s extensive collection of over 100 subscription options highlights Roku’s strategic initiative to grow its platform revenue through both third-party and first-party subscriptions.

4. Boosting Roku's Market Presence

Roku, recognized as the #1 TV streaming platform in the U.S., Canada, and Mexico, launched Howdy in August 2025 and has since witnessed a positive response from viewers and partners alike. The company’s streaming portfolio also includes The Roku Channel, the most-watched free ad-supported TV (FAST) service in the U.S., and Frndly TV™, which offers an affordable live TV subscription service.

With over 125 million people in U.S. households engaging with its platform daily, Roku’s expansion into Prime Video could potentially attract new subscribers and enhance viewer engagement.

5. Conclusion

The introduction of the Howdy service on Prime Video is a bold step for Roku Inc. as it seeks to solidify its position in the competitive streaming market. By offering an ad-free experience at a low monthly rate, Roku aims to cater to a growing demand for affordable entertainment options. As the streaming landscape continues to evolve, Roku's innovative strategies and partnerships could play a crucial role in shaping the future of content consumption. For more information or to sign up for Howdy, interested viewers can visit howdy.tv.

Original press release