Roku has officially launched its new streaming service, Howdy, priced at $2.99 per month, offering ad-free access to nearly 10,000 hours of content.

The service debuted on August 5, 2025, and is designed to complement existing premium services rather than compete with them, according to Roku's CEO, Anthony Wood.

Howdy's content library includes popular titles such as 'Mad Max: Fury Road,' 'The Blind Side,' and 'Weeds,' featuring a mix of critically acclaimed films and classic comedies.

The platform aims to provide a diverse selection of content, including binge-worthy TV series, kid-friendly shows, and exclusive programming, with plans for future expansion.

Critics have expressed mixed feelings about Howdy's content library, noting it leans more towards older titles and licensed content rather than exclusive new releases.

Despite the limited recent programming, Howdy presents an opportunity for viewers to save on subscription costs while enjoying a curated selection of classic comedies.

The subscription price of $2.99 is not a promotional offer and is intended to remain stable, contrasting with rising prices from competitors.

This launch aligns with Roku's strategy to expand beyond hardware and become a significant content provider in response to competition from major services like Netflix and Disney+.

Roku leverages its existing reach, having reached 90 million households and extending its footprint to 125 million daily users through The Roku Channel.

In its recent quarterly report, Roku reported a 15% revenue growth, with streaming hours reaching 35.4 billion, indicating a strong performance despite challenges.

Early reactions on social media suggest enthusiasm for Howdy’s low cost, indicating it may be a viable option for users seeking an escape from advertisements.

The success of Howdy will depend on its ability to capture and retain users, with affordability being a significant factor in driving loyalty in the competitive streaming market.