Roku Expands Howdy Streaming Service to Prime Video
Roku is stepping beyond its own hardware ecosystem by bringing its ad-free subscription service, Howdy, to Amazon’s Prime Video. The platform, which carries a monthly price tag of $3, is now available to users with an active Amazon Prime membership or a standalone Prime Video subscription.
Expanding Access to Content
Since its debut in August 2025, Howdy has served as a curated library of content from various industry partners. The service provides nearly 10,000 hours of programming, drawing from a roster that includes:
- Lionsgate
- Sony Pictures
- Disney Entertainment
- Warner Bros. Discovery
- FilmRise
- Select Roku Original titles
The current catalog spans a variety of genres, ranging from classic films and ’90s comedies to medical dramas and romantic comedies. Notable titles available to subscribers include “A Haunting in Venice,” “Ice Age,” “Weeds,” and “Kids in the Hall.”
Strategic Growth for Roku
The move to integrate with Prime Video follows a commitment made by Roku CEO and founder Anthony Wood during CES in January, where he indicated plans to broaden the reach of the service. According to Gil Fuchsberg, Roku’s president of Subscriptions, Partnerships, and Corporate Development, the expansion is part of a broader strategy to make high-quality entertainment more accessible.
“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,” Fuchsberg stated in a press release.
This initiative follows a period of significant activity for the company. In May 2025, Roku acquired the streaming bundle service Frndly TV for $185 million. Additionally, the company recently reported a net income of $80.5 million in its fourth-quarter earnings for 2025 and has signaled intentions to introduce new streaming bundles in the future.
Howdy operates alongside The Roku Channel, the company’s free, ad-supported (FAST) platform. Industry data indicates that The Roku Channel remains the most popular FAST service, boasting over 125 million daily users and outpacing competitors like Tubi and Pluto TV.