Roku has expanded its low-cost ad-free streaming service Howdy with the launch of a dedicated mobile app in the United States for iOS and Android devices.
The app gives subscribers on-the-go access to Howdy’s catalogue of films and TV programming, extending the service beyond the Roku platform as the company looks to broaden its subscription business.
Roku said Howdy is priced at $2.99 (€2.76) per month, which it described as the lowest price point for an ad-free streaming service in the market. The service offers more than 10,000 hours of programming, including titles from FilmRise, Lionsgate, Sony Pictures and Warner Bros. Discovery, as well as selected Roku Originals.
Among the titles highlighted for April are Edge of Tomorrow, Tyler Perry’s Madea’s Big Happy Family and When Harry Met Sally.
Gil Fuchsberg, President of Subscriptions, Partnerships and Corporate Development at Roku, said: “At a time when most things are getting more expensive, Howdy is designed to make premium, ad-free streaming more affordable and accessible for all viewers. Launching the Howdy mobile app on iOS and Android enables us to continue growing the service beyond the Roku platform, bringing Howdy’s unique value and quality entertainment to even more viewers.”
The mobile launch follows Howdy’s recent expansion onto Prime Video in the United States, where it is offered as an add-on subscription. Roku said the move forms part of its wider strategy to grow platform revenues and scale both first-party and third-party subscription services.
Howdy was launched in August 2025. Alongside the service, Roku also operates The Roku Channel and Frndly TV as part of its broader streaming portfolio.
