Roku is launching a cheap, ad-free subscription service of its own

Today, Roku announced the forthcoming arrival of Howdy, a new monthly subscription service that will give its users access to a massive catalog of on-demand films and series. Like other streamers, Howdy will feature a selection of programming licensed from other studios including Lionsgate and Warner Bros., as well its own original productions like Weird: The Al Yankovic Story. But Howdy will be ad-free, and at $2.99 a month, it’s much cheaper than other players in the streaming space — all of which have gradually raised their prices in efforts to boost profits.

In a statement about the service, Roku founder and CEO Anthony Wood said that Howdy is “designed to complement, not compete with” other, more premium platforms. Wood also stressed that Howdy costs less than a cup of coffee and insisted that Roku is trying to meet customers where they are by offering Howdy at such a relatively low price point.

“We’re meeting a real need for consumers who want to unwind with their favorite movies and shows uninterrupted and on their terms,” Wood said. “Howdy is a natural step for us at Roku, extending our mission to make better TV for everyone, by making it affordable, accessible, and built for how people watch today.”
Howdy isn’t without its drawbacks. The service will only be accessible on Roku TV’s Roku players, the company’s website, and its mobile app. And it seems as if Howdy will offer a very limited selection of recent programming (Roku is touting Warner Bros.’ Elvis from 2022 as one of its bigger features.)

Still, though, Howdy feels like it could be a tempting deal for folks looking to cut back on their entertainment spending. And with all of the other streamers getting so pricey, Howdy might give them more competition than intended.