Roku has launched a dedicated mobile application for its budget streaming service, Howdy, making the platform accessible on iOS and Android devices in the United States. The move, announced on Tuesday, marks a significant expansion for the service beyond Roku's own hardware ecosystem. Priced at $2.99 per month, Howdy is positioned as the most affordable ad-free streaming service currently available.
The service, which debuted in August 2025, offers a library of nearly 10,000 hours of content. This includes titles from major partners like Lionsgate, Sony Pictures, Disney Entertainment, Warner Bros. Discovery, and FilmRise, alongside a selection of Roku Original programming. Subscribers can now stream films such as "A Haunting in Venice" and series like "Weeds" on their mobile devices.
Strategic Expansion and Market Context
Gil Fuchsberg, President of Subscriptions, Partnerships and Corporate Development at Roku, stated the app launch is part of a strategy to increase accessibility. “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,” Fuchsberg said in a press release. “Launching the Howdy mobile app on iOS and Android enables us to continue growing the service beyond the Roku platform.”
This development follows closely on the heels of Howdy’s recent launch on Amazon’s Prime Video channels, its first major expansion outside Roku's own environment. The partnership with Amazon extends beyond content distribution; last year, the two companies signed a major deal to share connected TV advertising data.
Roku's Evolving Streaming Portfolio
Howdy joins The Roku Channel in the company's streaming portfolio, which is the most popular free, ad-supported television (FAST) service, ahead of competitors Tubi and Pluto TV. Roku reports that more than 125 million people engage with The Roku Channel daily.
The launch of Howdy itself came two months after Roku's $185 million acquisition of Frndly TV, a service offering live TV, on-demand video, and cloud DVR capabilities. This series of investments highlights Roku's aggressive strategy to diversify its subscription and advertising revenue streams beyond hardware sales.
Financial Performance and Future Bundles
Roku's foray into budget streaming occurs against a backdrop of solid financial performance. The company's 2025 fourth-quarter earnings, released last month, showed a net income of $80.5 million. In the same report, Roku announced plans to introduce new streaming bundles, suggesting further consolidation and packaging of its services may be on the horizon.
With the new standalone app, Roku aims to capture viewers seeking affordable, ad-free entertainment on the go, directly competing in the crowded but value-conscious segment of the streaming market.