Roku’s ad-free streaming service, Howdy, is now available through Amazon Prime Video. This marks the first time the $3-per-month service has expanded beyond Roku devices, significantly broadening its reach to Prime subscribers.
Howdy: A Value-Focused Streaming Option
Launched in August 2025, Howdy offers access to approximately 10,000 hours of content from major studios like Lionsgate, Sony Pictures, Disney Entertainment, Warner Bros. Discovery, and FilmRise. The library includes a mix of popular titles – such as “A Haunting in Venice,” “Ice Age,” “Weeds,” and “Kids in the Hall” – alongside Roku Originals.
The service aims to provide an affordable alternative to more expensive streaming platforms. Roku positions Howdy as complementary to premium services, rather than a direct competitor. To subscribe via Prime Video, users must have an existing Amazon Prime or standalone Prime Video membership.
Strategic Expansion and Market Context
Roku’s move to integrate Howdy with Prime Video was anticipated, as CEO Anthony Wood announced at CES in January that expansion to other platforms was in development. The expansion is a key part of Roku’s wider strategy to increase its presence in the streaming market.
This move comes two months after Roku acquired Frndly TV for $185 million, a service offering live TV, on-demand video, and cloud DVR functionality. Howdy now complements Roku’s flagship free, ad-supported streaming service, The Roku Channel, which is already the leading FAST (Free Ad-Supported Television) platform with over 125 million daily active users.
Why This Matters
Roku’s expansion of Howdy demonstrates a trend toward greater streaming service integration. Bundling services within larger platforms like Prime Video makes entertainment more accessible and convenient for consumers. With competition in the streaming space intensifying, Roku’s strategy of offering a low-cost, ad-free option could attract a broader audience. The company is betting that accessibility and affordability will drive subscriptions.
“Our goal has always been to make great entertainment more accessible,” said Gil Fuchsberg, President of Subscriptions, Partnerships, and Corporate Development at Roku. “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.”
