Roku has launched a standalone mobile app for its subscription service Howdy, expanding access to the platform beyond its existing ecosystem.
The new app is available on iOS and Android in the United States and allows subscribers to stream content on mobile devices.
Service Overview And Content Library
Howdy, introduced in August 2025, offers an ad-free streaming experience priced at $2.99 per month. The service includes nearly 10,000 hours of content from partners such as Lionsgate, Sony Pictures, Disney Entertainment, Warner Bros Discovery, and FilmRise, along with Roku Original titles.
The catalog includes films and series such as “A Haunting in Venice,” “Ice Age,” “Weeds,” and “Kids in the Hall,” alongside a mix of genres including romantic comedies, dramas, and classic programming.
Expansion Beyond Roku Platform
The mobile app launch follows Howdy’s recent availability on Prime Video, marking its first expansion outside Roku’s own platform.
Roku said the service is designed to complement existing premium streaming offerings by providing a lower-cost, ad-free alternative.
Gil Fuchsberg said the company aims to make ad-free streaming more accessible while extending the service to a broader audience.
Positioning In Streaming Market
At $2.99 per month, Howdy is positioned as one of the lowest-cost ad-free streaming options currently available.
The service operates alongside The Roku Channel, which offers ad-supported content and has more than 125 million daily users, according to the company. Competitors in the free ad-supported streaming space include Tubi and Pluto TV.
Recent Developments And Financials
The expansion comes after Roku’s $185 million acquisition of Frndly TV, a service offering live TV and on-demand content.
Roku reported a net income of $80.5 million in the fourth quarter of 2025 and has indicated plans to introduce new streaming bundles.
Featured image credits: Wikimedia Commons
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