Roku Introduces Budget-Friendly Streaming Service "Howdy"

In the current landscape where subscription video-on-demand (SVOD) services are becoming more costly and ad-laden, Roku's latest streaming service, "Howdy," emerges as a notable contender. Priced at just $3 per month, Howdy made its debut in the US, initially available through a web browser or the dedicated Howdy app on Roku OS. Plans to expand accessibility to mobile and other platforms are on the horizon.

Howdy offers around 10,000 hours of content sourced from Warner Bros. Discovery, Lionsgate, and Filmrise, which constitutes a smaller selection of content partners compared to Roku's main service, The Roku Channel. This flagship service boasts partnerships with major players like AMC Networks, MGM, NBCUniversal, and Paramount. Roku, known for developing the Roku OS for smart TVs and streaming devices, also operates the Frndly TV streaming service.

Roku highlighted several films and shows from its Howdy library in its announcement, including "Mad Max: Fury Road" and "The Blind Side" movies, along with "Kids in the Hall" and Showtime's "Weeds." The library features a collection of iconic rom-coms, medical dramas, and '90s comedy.

Though not as comprehensive or modern as competitors like Netflix, Howdy's affordability at $3 per month makes it an attractive option for ad-free streaming. In comparison, ad-free streaming on platforms like Netflix and Hulu comes at a much higher cost.

According to Roku representatives, Howdy capitalizes on "familiar" titles, effectively utilizing Roku's strong relationships with IP partners. While specific details of these agreements aren't disclosed, they allow Roku to maintain an economical subscription fee.

Howdy serves as an add-on to Roku's offerings rather than a direct competitor to major SVOD services. According to Roku Founder and CEO Anthony Wood, Howdy aims to supplement existing expensive services, providing an affordable and accessible TV experience.

In a market where numerous streaming services are vying for consumers' attention, the cost-effective, ad-free model of Howdy may appeal particularly to Roku Channel viewers, who are seeking a budget-friendly addition to their streaming lineup.