Roku Launches Howdy Service on Prime Video

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svod technical

SVOD stands for subscription video-on-demand, a service where customers pay a recurring fee to access a library of TV shows, movies or original programs on streaming platforms. For investors, SVOD matters because it creates predictable, ongoing revenue like a membership club — growth depends on gaining and keeping subscribers, how much each subscriber pays, and the cost of securing or producing content, all of which drive a streaming business’s profitability and valuation.

03/24/2026 - 09:00 AM

Howdy will now be available as a subscription on Prime Video in the U.S., bringing its library of affordable, uninterrupted entertainment to customers beyond the Roku platform for the first time

SAN JOSE, Calif.--(BUSINESS WIRE)-- Today, Roku announced the launch of Howdy™, its affordable ad-free subscription video-on-demand (SVOD) streaming service, as a subscription on Prime Video in the U.S. for $2.99 per month, marking the first expansion of the service beyond the Roku platform. Howdy currently features audience favorites like “A Haunting in Venice,” “Sleepless in Seattle,” and “Ice Age,” as well as iconic rom-coms, medical dramas, ‘90s comedy, feel-good classics, and more.

Roku announced the launch of Howdy™, its affordable ad-free subscription video-on-demand (SVOD) streaming service, as a subscription on Prime Video in the U.S. for $2.99 per month, marking the first expansion of the service beyond the Roku platform.

“Our goal has always been to make great entertainment more accessible,” said Gil Fuchsberg, President of Subscriptions, Partnerships and Corporate Development at Roku. “Howdy offers quality content with no ads for just $2.99 a month, making it a superb value and an ideal complement to other subscriptions. We’re pleased with the response we’ve seen from our viewers and partners since launch. Expanding to Prime Video builds on our momentum and furthers our mission to deliver an ad-free streaming experience at a price that makes it easy for audiences everywhere to enjoy content they love.”

“We’re delighted to launch the Howdy streaming service on Prime Video at an accessible price that delivers exceptional value,” said Ryan Pirozzi, Head of Prime Video Channels, U.S. “This milestone advances our mission to make premium content widely available to our Prime Video customers. Our subscription business’s continued growth demonstrates that customers appreciate the choice, quality, and diverse programming we offer through Prime Video.”

Through this new expansion, customers who subscribe to Howdy via Prime Video will now be able to enjoy Howdy’s growing library of audience-favorite films and television series. Howdy offers thousands of titles and over 10,000 hours of entertainment from partners including Disney Entertainment, FilmRise, Lionsgate, Sony Pictures, and Warner Bros. Discovery, alongside select Roku Original titles. Howdy joins Prime Video’s extensive collection of more than 100 subscription options in the U.S.

The expansion of Howdy to Prime Video complements Roku's strategy to grow platform revenue and expand both third- and first-party subscriptions across Roku’s platform, which reaches over 125 million people in U.S. households daily. Roku, the #1 TV streaming platform in the U.S., Canada, and Mexico*, launched Howdy in August 2025. The company’s streaming portfolio also includes The Roku Channel, the most-watched free ad-supported TV (FAST) service in the U.S.**, and Frndly TV™, an affordable live TV subscription service.

For more information or to sign up, visit howdy.tv.

*By hours streamed, Hypothesis Group Dec. 2025

**Source: Nielsen Streaming Ratings, October 2025

About Roku, Inc.

Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku-made TVs, Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals, and the #2 app on our platform in the U.S. by streaming hours. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.