Roku has entered the streaming market with a new subscription video on demand (SVOD) service, Howdy. Boasting a library of nearly 10,000 hours of entertainment from launch partners including Lionsgate, Warner Bros. Discovery, and FilmRise, Howdy offers a diverse range of content.
Launching initially in the US, subscribers will have access to a wide selection of movies and shows, including award-winning films like Mad Max: Fury Road and The Blind Side, as well as TV series such as Weeds and Kids in the Hall. The service promises a mix of genres, from rom-coms and medical dramas to '90s comedies and feel-good classics.
“Priced at less than a cup of coffee, Howdy is ad-free and designed to complement, not compete with, premium services,” said 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.”
Jim Packer, President of Worldwide Television Distribution, Lionsgate, expressed his enthusiasm about the partnership, stating, “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.”
To celebrate the launch, a branded takeover of Times Square digital billboards will run from August 5th to August 31st, showcasing Howdy and its featured titles.