Roku launches $3 Howdy subscription service on Prime Video

Roku announced on Tuesday that its $3 ad-free streaming service, Howdy, is now available on Amazon’s Prime Video platform, marking the first time the service has expanded beyond Roku’s own ecosystem.

Originally launched in August 2025, Howdy offers a content library with nearly 10,000 hours of programming from Roku’s partners. These include Lionsgate, Sony Pictures, Disney Entertainment, Warner Bros. Discovery, and FilmRise, as well as a selection of Roku Original titles.

Subscribers to the service can access a range of content, including titles such as “A Haunting in Venice,” “Ice Age,” “Weeds,” and “Kids in the Hall.” The platform also features a mix of genres like romantic comedies, medical dramas, classic films, and popular ’90s sitcoms, among other entertainment options.

When Roku first introduced Howdy, it emphasised that the service was intended to complement existing premium streaming platforms rather than compete directly with them.

To subscribe to Howdy through Prime Video, users must have either an Amazon Prime membership or a standalone Prime Video subscription.

“Our goal has always been to make great entertainment more accessible,” said Gil Fuchsberg, president of Subscriptions, Partnerships, and Corporate Development at Roku, in a press release. “Expanding to Prime Video builds on our momentum and furthers our mission to deliver an ad-free streaming experience at a price that makes it easy for audiences everywhere to enjoy content they love.”

The move to bring Howdy to Prime Video had been anticipated, as Roku CEO and founder Anthony Wood indicated during CES in January that the service would expand to additional platforms.

Roku introduced Howdy shortly after acquiring Frndly TV for $185 million, a streaming service that offers live television, on-demand content, and cloud DVR.

Howdy operates alongside The Roku Channel, the company’s free, ad-supported streaming service. According to a report from last year, The Roku Channel ranks as the leading FAST (free ad-supported streaming TV) platform, ahead of competitors like Tubi and Pluto TV. Roku reports that more than 125 million users access the platform daily.

In its fourth-quarter earnings report for 2025, released last month, Roku posted a net income of $80.5 million. The company also revealed plans to introduce new streaming bundle offerings as it continues to expand its services.