Roku Plans to Expand $3 Howdy Service to Other Platforms

Roku is preparing to take its budget-friendly streaming service, Howdy, beyond its own ecosystem. During the Variety Entertainment Summit at CES 2026, Roku founder and CEO Anthony Wood signaled that the company plans to distribute the $2.99-per-month platform across a wider range of devices, moving away from its initial role as a Roku-exclusive offering.

Launched in August, Howdy was designed to capture a segment of the streaming market that has been largely abandoned by major competitors: users seeking ad-free content at a low price point. As larger streaming services continue to implement aggressive price hikes and increase their ad density, Wood views the current landscape as a prime opportunity for a more accessible alternative.

Filling a Market Gap

According to Wood, the industry has shifted away from its original value proposition. By focusing on a low-cost, ad-free model, Roku is attempting to re-engage viewers who are feeling the impact of subscription fatigue.

“The opportunity for Howdy was—if you just look at what’s going on in the streaming world with streaming services, they’re getting more expensive,” Wood stated. “They keep raising prices, and they keep adding larger and larger ad loads. And so, the part of the market where it actually started—low-cost and no ads—is gone now.”

A Multi-Platform Strategy

While the service currently resides within the Roku environment, the company’s long-term vision involves a much broader reach. Wood confirmed that the platform will eventually be available “off-platform,” though he remained tight-lipped regarding specific technical timelines or device support.

When pressed on whether this expansion would include mobile applications or web-based access, the CEO maintained that the goal is distribution across all possible touchpoints. “We want to distribute it everywhere,” he added.

Although Roku has not publicly disclosed specific subscriber figures since the service’s debut last year, company leadership remains optimistic about its trajectory. Wood expressed confidence in the product’s potential, asserting that the current market dynamics position Howdy to become a significant player in the streaming sector.