Roku’s $3 Howdy subscription service launches on Prime Video

Roku announced on Tuesday that Howdy, its $3 ad-free streaming service, is launching on Amazon’s Prime Video. The announcement marks the service’s first expansion outside the Roku ecosystem. Launched in August 2025, Howdy features a library of nearly 10,000 hours of content from Roku’s partners, including Lionsgate, Sony Pictures, Disney Entertainment, Warner Bros. Discovery, and FilmRise, alongside select Roku Original titles. Subscribers can watch titles like “A Haunting in Venice,” “Ice Age,” “Weeds,” and “Kids in the Hall,” as well as rom-coms, medical dramas, ’90s comedies, classics, and more. At launch, Roku said Howdy was designed to complement, not compete with, premium services. To sign up for Howdy via Prime Video, you’ll need either an Amazon Prime membership or a standalone Prime Video subscription. “Our goal has always been to make great entertainment more accessible,” said Gil Fuchsberg, president of Subscriptions, Partnerships, and Corporate Development at Roku, in a press release. “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.” The expansion to Prime Video doesn’t come as a surprise, as Roku CEO and founder Anthony Wood said at CES in January that Howdy would be coming to other platforms. Roku’s launch of Howdy came two months after the company paid $185 million to acquire Frndly TV, a streaming service that offers live TV, on-demand video, and cloud-based DVR. Howdy joined the company’s Roku Channel, its free, ad-supported (FAST) streaming service. According to a report from last year, The Roku Channel is the most popular FAST service, ahead of competitors Tubi and Pluto TV. More than 125 million people use the platform every day, Roku says. Roku released its fourth-quarter earnings for 2025 last month, posting a net income of $80.5 million. The company also announced that it’s going to launch new streaming bundles. Topics Apps, Howdy, Media & Entertainment, roku, streaming Aisha Malik Consumer News Reporter Aisha is a consumer news reporter at TechCrunch. Prior to joining the publication in 2021, she was a telecom reporter at MobileSyrup. Aisha holds an honours bachelor’s degree from University of Toronto and a master’s degree in journalism from Western University. You can contact or verify outreach from Aisha by emailing aisha@techcrunch.com or via encrypted message at aisha_malik.01 on Signal.

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