Roku Expands Howdy Streaming Service With New Mobile App
Roku is expanding the reach of its budget-friendly streaming service, Howdy, by launching a standalone mobile application for iOS and Android users in the United States. The move allows subscribers to access the platform’s library of ad-free content directly from their smartphones and tablets.
Since its debut in August 2025, Howdy has positioned itself as a low-cost alternative in the streaming market, priced at $2.99 per month. The service includes nearly 10,000 hours of programming sourced from major industry partners, such as:
- Lionsgate
- Sony Pictures
- Disney Entertainment
- Warner Bros. Discovery
- FilmRise
The content catalog features a mix of Roku Original titles and licensed movies and series, including “A Haunting in Venice,” “Ice Age,” “Weeds,” and “Kids in the Hall.” The library spans various genres, from medical dramas and 90s comedies to classic films and romantic comedies.
Growth Beyond the Roku Ecosystem
Gil Fuchsberg, president of Subscriptions, Partnerships and Corporate Development at Roku, emphasized that the app aims to provide affordable, high-quality entertainment as consumer costs elsewhere continue to rise. “Launching the Howdy mobile app on iOS and Android enables us to continue growing the service beyond the Roku platform,” Fuchsberg stated in a press release.
This mobile expansion follows a recent push to make Howdy available on other platforms. Just last week, the company integrated the service into Amazon’s Prime Video, marking its first significant step outside the proprietary Roku ecosystem.
Strategic Acquisitions and Market Position
Roku’s current streaming strategy involves a multi-pronged approach. The company recently acquired Frndly TV for $185 million, integrating its live TV and cloud DVR capabilities into its broader portfolio. Furthermore, the company continues to leverage The Roku Channel, which remains a leading free, ad-supported (FAST) service with over 125 million daily users.
Financially, the company shows momentum, having reported a net income of $80.5 million in its 2025 fourth-quarter earnings. As Roku looks to the future, it has signaled intentions to introduce new streaming bundles to further capture market share.