Roku's Frugal Streaming Option: Introducing Howdy

In a market where subscription video-on-demand (SVOD) streaming services are becoming increasingly expensive and inundated with ads, Roku’s latest offering, Howdy, is attracting attention. Launched today in the US, this service is priced competitively at $3 per month.

Initially available through a web browser or via the Howdy app on Roku OS, Roku plans to expand its accessibility to mobile and additional platforms soon. With a library boasting "nearly 10,000 hours" of content from Warner Bros. Discovery, Lionsgate, and Filmrise, Howdy offers a smaller range compared to Roku's main streaming service, The Roku Channel.

Roku highlighted notable content on Howdy, including films like Mad Max: Fury Road (2015) and The Blind Side (2009), alongside shows like Kids in the Hall and Showtime’s Weeds. The service also features popular movies and series, offering a mix of older, well-loved titles.

Despite its limited modern content, Howdy stands out for its low $3 per month cost as an ad-free streaming option. In contrast, ad-free memberships for services like Netflix, Hulu, and Amazon Prime Video are considerably more expensive.

“We’ve been lucky to build strong relationships over the years with IP partners who have seen the value of the Roku platform through The Roku Channel,” a representative mentioned, highlighting the cost-effective strategies enabling the $2.99/month pricing.

Roku's CEO, Anthony Wood, describes Howdy as a strategic addition to drive Roku OS monetization, emphasizing affordability and accessibility. He asserts Howdy is meant to complement rather than compete with major SVOD services, appealing to premium subscribers seeking budget-friendly options.

However, entering an increasingly saturated streaming market poses challenges. A recent survey indicated that many are considering reducing TV-related expenses, yet the ad-free, affordable aspect of Howdy offers a unique footprint.