Roku’s Howdy Launches New Mobile App for Streamers

Roku has launched a stand-alone mobile app for its low-priced, ad-free movie streaming service, Howdy. The app is now available for download on both iOS and Android platforms, marking a significant expansion for the service.

Since its debut last summer, Howdy has emerged as an unconventional addition to Roku’s offerings, which primarily focus on ad revenue. Priced at just $2.99 per month, Howdy attracts viewers looking for a budget-friendly streaming option without the interruptions of advertisements.

Prior to the mobile app’s launch, Howdy was accessible through the Roku Channel and had recently expanded its distribution on Amazon Prime Video. The service aligns strategically with Frndly TV, a low-cost pay-TV bundle that Roku acquired last year for $185 million.

The platform boasts an impressive library of 10,000 hours of film content, featuring titles from major studios including FilmRise, Lionsgate, Sony Pictures, and Warner Bros. Discovery, as well as select Roku Originals.

The introduction of the Howdy mobile app supports Roku’s goal of increasing platform revenue and enhancing its range of subscription options. The platform reaches more than 125 million people in U.S. households daily.

Gil Fuchsberg, Roku’s president of subscriptions, partnerships, and corporate development, emphasized the app’s affordability in a challenging economic landscape. “At a time when most things are getting more expensive, Howdy is designed to make premium, ad-free streaming more affordable and accessible for all viewers,” he stated. “Launching the mobile app enables us to continue growing the service beyond the Roku platform, bringing Howdy’s unique value and quality entertainment to even more viewers.”