Roku unveils dedicated app for Howdy, its $2.99 streaming service

Streaming platform Roku announced on Tuesday that it is introducing a standalone mobile application for Howdy, its recently launched ad-free streaming service priced at $2.99 per month. The new app is now available for users on both iOS and Android devices across the United States.

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

The platform’s catalogue includes well-known titles such as A Haunting in Venice, Ice Age, Weeds, and Kids in the Hall. In addition to these, viewers can explore a wide mix of genres, including romantic comedies, medical dramas, 1990s sitcoms, classic films, and more.

With the introduction of this dedicated mobile app, Roku says subscribers can now access Howdy’s full content library on the go, expanding the service beyond traditional TV-based viewing.

At a monthly cost of $2.99, Howdy currently stands as the most affordable ad-free streaming service available in the market. At the time of its launch, Roku emphasised that the service was designed to complement existing premium streaming platforms rather than compete directly with them.

“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,” said Gil Fuchsberg, president of Subscriptions, Partnerships and Corporate Development at Roku. “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 release of the mobile app follows closely after Roku revealed that Howdy would be available on Amazon Prime Video, marking the service’s first expansion outside of Roku’s own ecosystem. In the previous year, Roku and Amazon also entered into a major agreement to share advertising data related to connected TV usage.

Roku’s introduction of Howdy came two months after the company completed its $185 million acquisition of Frndly TV, a platform offering live television, on-demand content, and cloud-based DVR functionality.

Howdy now joins The Roku Channel, Roku’s free ad-supported streaming service (FAST). The Roku Channel currently ranks as the most widely used FAST platform, surpassing competitors such as Tubi and Pluto TV. According to Roku, more than 125 million users engage with the platform daily.

The company also reported its financial performance for the fourth quarter of 2025 last month, posting a net income of $80.5 million. Alongside its earnings report, Roku announced plans to introduce new streaming bundles as part of its ongoing expansion strategy.