Delivery terms were not disclosed; Prime Video Channels generally takes a 30% revenue cut, though exceptions may exist.

Roku executives express optimism, aiming to make entertainment more accessible and deliver an ad-free experience at a favorable price.

Upcoming licensing expands the library with content from Sony Pictures, Warner Bros. (including 2025–2026 theatrical titles), and Disney, increasing monthly content rotation.

Howdy is marketed as a budget-friendly choice for viewers who prefer a smaller, ad-free catalog over pricier services.

Howdy’s current catalog blends older films, rom-coms, family titles, and TV series from 2000–2020, including Nip/Tuck, Longmire, Iron Chef, The Conners, and Nurse Jackie.

Howdy claims more than 10,000 hours of content from partners like Disney, Lionsgate, Sony Pictures Entertainment, Warner Bros. Discovery, and FilmRise, plus Roku originals, with titles such as A Haunting in Venice, Sleepless in Seattle, A Star Is Born (2018), Now You See Me 2, The Graduate, The Hurt Locker, White Chicks, and Ice Age, plus shows including Nashville, Forensic Files, Longmire, and Roku’s The Great American Baking Show.

Howdy launched on Roku in August 2025, and Roku also operates The Roku Channel (FAST) and Frndly TV as part of its streaming portfolio.

Roku posted $80.5 million in Q4 2025 net income and signals plans for new streaming bundles to bolster profitability.

Roku expands Howdy, its low-cost, ad-free streaming option, to Amazon Prime Video Channels, making the $2.99/month plan available outside Roku’s ecosystem in the United States.

Prime Video Channels notes the collaboration helps make premium content more widely available to Prime Video customers.

Distribution terms of the deal were not disclosed, but Prime Video Channels typically takes about 30% of revenue, with potential alternative terms for partners.

The move aligns with Roku’s broader portfolio, including The Roku Channel and Frndly TV, diversifying its subscription offerings.