Roku Inc. (NASDAQ: ROKU) announced the launch of its Howdy streaming service on Prime Video in the United States for $2.99 per month. The ad-free subscription video-on-demand service marks its first expansion beyond the Roku platform.

The service offers thousands of titles and over 10,000 hours of entertainment from partners including Disney Entertainment, FilmRise, Lionsgate, Sony Pictures, and Warner Bros. Discovery. Content includes films such as "A Haunting in Venice," "Sleepless in Seattle," and "Ice Age," along with select Roku Original titles.

"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."

Ryan Pirozzi, Head of Prime Video Channels, U.S., said the company is pleased to launch the Howdy streaming service on Prime Video at an accessible price point. Howdy joins Prime Video's collection of more than 100 subscription options in the United States.

Roku originally launched Howdy in August 2025. The company's platform reaches over 125 million people in U.S. households daily. Roku also operates The Roku Channel, a free ad-supported streaming service, and Frndly TV, a live TV subscription service.

The expansion supports Roku's strategy to grow platform revenue and expand subscription offerings across its streaming platform.