The launch of Howdy had already been anticipated in Roku’s Q2 2025 shareholder letter and earnings call.

Roku, the leading TV streaming platform in the United States, Canada, and Mexico, has announced the launch of Howdy, a new subscription video-on-demand (SVOD) service that promises high-quality entertainment with no ad interruptions.

Available nationwide in the US, Howdy offers unlimited access to a growing content library, with nearly 10,000 hours of entertainment and thousands of titles from inaugural partners such as Lionsgate, Warner Bros. Discovery, and FilmRise, as well as select Roku Original titles.

Among the highlights are award-winning films like Mad Max: Fury Road and The Blind Side, series such as Weeds and Kids in the Hall, plus ‘90s comedies, medical dramas, feel-good classics, and more.

“Priced at less than a cup of coffee, Howdy is ad-free and designed to complement—not compete with—premium services,” said Anthony Wood, Founder and CEO of Roku. “Howdy addresses a real need for consumers: to enjoy their favorite movies and shows without interruptions and on their own terms.”

Simple, accessible streaming with no contracts

Howdy aims to be an affordable alternative in an increasingly crowded market of high-priced streaming platforms.

Industry partners also celebrated the launch. Jim Packer, President of Worldwide Television Distribution at Lionsgate, said: “With more than 125 million people using Roku daily, this platform is the perfect place to launch a more accessible alternative to traditional SVODs. We expect Howdy to scale quickly and create new monetization opportunities for our content.”

Johnny Holden, Chief Revenue and Strategy Officer at Radial Entertainment (FilmRise), added: “Howdy allows an even wider audience to access the most beloved content from our catalog.”

Times Square presence and future expansion

To mark the launch, Howdy will take over Times Square from August 5 to 31 with a digital billboard campaign promoting the service and its top titles. Initially, Howdy will be available on the Roku platform, with plans to expand to mobile devices and other platforms in the near future.

The launch of Howdy is part of Roku’s broader strategy to boost platform monetization, alongside other services such as The Roku Channel (the most-watched FAST service in the US) and Frndly TV (the second most popular live TV streaming service among cord-cutters).