Roku has unveiled Howdy, a fresh subscription video-on-demand (SVOD) service boasting an ad-free experience. For a mere $2.99 monthly, subscribers gain unlimited access to a vast library featuring thousands of titles and approximately 10,000 hours of entertainment. This diverse collection stems from partnerships with prominent studios like Lionsgate, Warner Bros. Discovery, and FilmRise, complemented by select Roku Original titles.
The impressive lineup includes films such as “Mad Max: Fury Road,” “The Blind Side,” and a range of genres encompassing rom-coms, medical dramas, 1990s comedies, and classics. “Priced at less than a cup of coffee, Howdy is ad-free and designed to complement, not compete with, premium services,” stated Roku founder and CEO Anthony Wood. “We’re meeting a real need for consumers who want to unwind with their favorite movies and shows uninterrupted and on their terms. Howdy is a natural step for us at Roku, extending our mission to make better TV for everyone, by making it affordable, accessible, and built for how people watch today.”
Howdy emphasizes that its $2.99 price point is not a promotional offer, but rather its permanent “everyday low price.” “We’re excited to continue our longstanding collaboration with Roku on innovative ways to connect with audiences,” commented Jim Packer, president of worldwide television distribution at Lionsgate. “With engagement of over 125 million people a day, Roku is the perfect partner to launch a more accessible complement to the higher-priced SVODs. This service has the ability to scale quickly while providing us with a new way to monetize our content, and we’re proud to be part of this new streaming experience.”
Johnny Holden, chief revenue and strategy officer at Radial Entertainment (FilmRise's parent company), added, “With the launch of Howdy, Roku is making beloved content from our catalog accessible to an even bigger audience.” From August 5th to the end of the month, Times Square will showcase a branded takeover on digital billboards promoting Howdy. This launch underscores Roku’s strategy to boost platform monetization and expand both third- and first-party subscriptions, leveraging its platform's reach to over 125 million U.S. households daily.
Besides Howdy, Roku offers the Roku Channel (a free, ad-supported service) and Frndly TV. Initially available on the Roku platform, Howdy will expand to mobile and other platforms shortly. The Howdy logo, a bold red-orange wordmark with distinctive “notches,” sits on a yellow background and can include a “by Roku” tag.