Roku is introducing a new ad-free subscription streaming service named Howdy, available at the budget-friendly price of $2.99 per month. Targeting cost-conscious consumers, the service will feature a selection of films and series from major suppliers like Warner Bros. Discovery and Lionsgate. Diverting from the trend of rising streaming subscription fees, Roku emphasizes that this price point is not a limited-time offer, but rather a sustainable rate.
Roku’s founder and CEO, Anthony Wood, stated that Howdy aligns with growing consumer preference for affordable, ad-free viewing experiences. He highlighted that a significant aspect of subscription viewing is library content, and Howdy is set to attract viewers seeking a comfortable escape with popular movies and shows without commercial interruptions.
At launch, Howdy will provide approximately 10,000 hours of diverse programming, including well-known titles such as Elvis, Mad Max: Fury Road, and the Back to the Future franchise, alongside Roku Originals. This robust content offering is bolstered by Roku’s extensive reach, recording 90 million households in early 2023, with the Roku Channel reaching up to 125 million viewers daily.
The launch of Howdy follows Roku’s earlier acquisition of pay bundle service Frndly and reflects ongoing efforts to enhance its subscription offerings. Wood noted the company’s focus on utilizing its prominent position in the streaming industry to drive subscription revenue. As competition intensifies among major streaming platforms—many of which have recently raised subscription fees—Roku’s approach stands out as a promising alternative for consumers seeking value.
Industry experts, like Jim Packer from Lionsgate, believe Howdy’s launch can quickly scale while offering new monetization opportunities for content providers, effectively creating a refreshing landscape in the streaming market.
Roku’s initiative is also part of a broader movement in the industry, showcasing a growing diversity in subscription options as companies adapt to consumer preferences amidst economic pressures. As viewers look for more accessible entertainment channels, Howdy’s entry could signify an encouraging shift towards affordability in the streaming space.