Roku Inc. (NASDAQ: ROKU) launched its Howdy subscription video-on-demand service in Mexico, offering ad-free content for 39 pesos per month.

The streaming service provides access to content from partners including Lionsgate, Sony, and TV Azteca, alongside select Roku Original titles. Available titles include "Matilda," "50 First Dates," "Just Go With It," "John Wick," and "Blade Runner 2049."

"Priced at less than a movie ticket, Howdy gives viewers an affordable and ad-free way to enjoy the movies and shows they love," said Anthony Wood, Roku's founder and CEO. "Designed to complement more expensive streaming services, Howdy's momentum in the U.S. reflects strong demand for high-quality and accessible entertainment."

The service is available on Roku streaming players, Roku TV, The Roku Channel website, and mobile apps for iOS and Android. Additional platform rollouts are planned for the near future in Mexico.

Howdy launched in the United States last year before expanding to Mexico. The service offers no contracts or hidden fees and allows subscribers to cancel at any time.

The Mexico launch represents part of Roku's strategy to grow platform monetization and expand subscription offerings. In addition to Howdy, Roku operates The Roku Channel, a free, ad-supported streaming service that ranks among the top-5 apps on the Roku platform in Mexico.

The information is based on a company press release.