Roku unveils new Ad-Free streaming service for just $2.99: Here's what you can watch on Howdy

Economic Times

4 days ago

In a bold move that could reshape the budget streaming landscape, Roku Inc. has launched Howdy , an all-new, ad-free streaming service priced at just $2.99 per month. Touted as an affordable alternative for those looking to expand their entertainment library without breaking the bank or enduring constant commercial interruptions, Howdy is initially available exclusively on Roku devices starting August 5.The company, best known for its streaming sticks, smart TVs, and free content hub The Roku Channel, is now making a concerted effort to occupy a unique space in the growing world of digital entertainment.
Unlike major streaming services investing heavily in original content, Howdy takes a minimalist approach. The service draws entirely from licensed 'library content', classic films and TV series that audiences already love, offering nearly 10,000 hours of programming, as per a report by The Hollywood Reporter.
Users can expect to watch hit titles like Back to the Future , Elvis , Mad Max: Fury Road , and series such as Weeds and Party Down without a single commercial break.
The strategy is simple but savvy: while competitors like Netflix, Disney+, and Max spend billions on new shows, Howdy banks on nostalgia and familiar storytelling. Roku CEO Anthony Wood clarified this positioning in a statement: 'We don't think it'll replace a 'tier one' streaming service... But people have multiple streaming services, and this will be a great complement', as quoted in a report by USA Today.
Roku's new offering builds upon its existing dominance in free streaming. Its ad-supported Roku Channel is already the most-watched FAST (Free Ad-Supported Television) platform in the U.S., according to Comscore. With Howdy , the company is venturing into the low-cost, ad-free space, aiming to provide an alternative to increasingly expensive premium subscriptions.
While the new service may lack flashy premieres or original dramas, its price point could strike a chord with American households. In a market where monthly fees for 'tier one' platforms are steadily rising – often exceeding $10–$15 – Howdy promises uninterrupted entertainment for less than the cost of a single coffee or movie rental.
Initially, Howdy will be available only on Roku-branded devices, which are already present in more than half of U.S. homes and reach over 125 million viewers each day. However, company officials confirmed that expansion to mobile and other platforms is in the pipeline.
The streaming catalogue includes content from major entertainment partners like Lionsgate, Warner Bros. Discovery, and FilmRise. Though Roku is tight-lipped on future content deals, industry observers believe the door is wide open for additional partnerships as the service gains traction.The absence of a free trial may be notable, but Roku believes the $2.99 price tag and the ability to cancel anytime will be enough to attract curious subscribers.In an age where viewers are overwhelmed by choice and subscriptions often stack up to $50–$100 per month, Roku is betting on simplicity. CEO Anthony Wood emphasizes that Howdy is designed not to compete with the likes of Netflix or Prime Video, but to complement them.'Library content is very popular,' said Wood. 'People spend a lot of hours watching it... This type of service doesn't exist — add a bunch of extra movies and TV shows for three bucks a month and no ads. I mean, I think it's great.'
That simplicity, along with its ease of access on millions of devices, may turn Howdy into a hidden gem for families looking for casual content without a financial commitment. Roku's latest move could potentially ignite a trend among tech and entertainment companies to offer budget streaming solutions in a saturated marketplace. As companies like Peacock and Netflix continue to raise prices, viewers may increasingly look for affordable options to complement their must-have subscriptions.Moreover, Roku's decision to offer a completely ad-free service at such a low cost could challenge the prevailing business models in both the FAST and premium SVOD (Subscription Video On Demand) spaces.
The Howdy model also suggests that viewers, tired of constantly buffering through commercials or forking out for exclusive content, might embrace older, comforting shows, if offered without interruption and at a low price. Howdy is a newly launched, ad-free streaming service by Roku Inc., priced at $2.99 per month. It offers thousands of hours of classic movies and television series without any commercial interruptions. Howdy became available to the public on Tuesday, August 5, 2025, exclusively on Roku devices.