Howdy Streaming Service Expands Beyond Roku in 2026
Roku’s $2.99-per-month streaming service, Howdy, is no longer staying put. At CES 2026, Roku CEO Anthony Wood confirmed that the budget-friendly, ad-free platform—launched in August 2025—will soon be available beyond Roku devices. With rivals hiking prices and stuffing content with ads, Howdy aims to fill a fast-growing gap: affordable, uninterrupted streaming. And now, it’s coming to your phone, browser, or smart TV—no Roku required.
Why Howdy Was Born in a Broken Streaming Market
The streaming landscape has shifted dramatically over the past few years. Once dominated by low-cost, ad-free plans, today’s top services like Netflix, Hulu, and Max now charge premium rates while layering on unskippable ads—even on paid tiers. Consumers are feeling the pinch, and Roku took notice.
“Howdy was created because that sweet spot—low cost, no ads—simply vanished,” Wood told attendees at the Variety Entertainment Summit during CES. “We saw an opportunity to serve customers who still want quality content without the bloated price tag or constant commercial breaks.” The service offers a curated library of movies, series, and documentaries, all for under $3 a month—significantly undercutting competitors.
A Strategic Pivot Toward Platform Independence
Until now, Howdy lived exclusively within the Roku ecosystem—a logical starting point given Roku’s massive user base of over 80 million active accounts. But Wood’s CES announcement marks a strategic evolution: Roku is no longer treating Howdy as just a hardware perk. Instead, it’s positioning the service as a standalone brand with cross-platform ambitions.
“While it started on Roku, we will take it off-platform as well,” Wood stated plainly. When pressed offstage by TechCrunch about specifics—mobile apps, web access, rival smart TVs—he declined to name exact platforms but emphasized one goal: “We want to distribute it everywhere.” That signals a bold bet that Howdy’s value proposition can thrive even outside Roku’s walled garden.
What This Means for Cord-Cutters and Budget Streamers
For cost-conscious viewers, especially those juggling multiple subscriptions, Howdy’s expansion is welcome news. At $2.99 with zero ads, it undercuts even the cheapest ad-supported tiers from major players. While its library may not rival Netflix’s in scale, early adopters praise its focus on indie films, cult classics, and curated international content—ideal for niche audiences tired of algorithm-driven sameness.
And unlike services that lock features behind multiple pricing tiers, Howdy keeps things simple: one price, one experience. No premium upsells, no hidden fees. In an era where “basic” plans often feel deliberately degraded, that simplicity is a competitive edge.
Roku’s Bigger Play: Becoming a Content Powerhouse
This move isn’t just about user convenience—it’s part of Roku’s long-term transformation. Once known solely as a hardware and ad-tech company, Roku has steadily invested in original content and streaming infrastructure. Howdy represents its most direct challenge yet to legacy streamers.
By making Howdy available everywhere, Roku isn’t just chasing subscribers—it’s building a content brand that can stand alone. If successful, it could shift how consumers view Roku: not just a remote with a purple button, but a creator and curator of entertainment.
Mobile and Web Rollouts Could Happen Sooner Than Expected
While Roku hasn’t announced exact launch dates or target platforms, industry observers expect mobile apps for iOS and Android to arrive by mid-2026, followed by a responsive web player. That aligns with Roku’s recent hiring surge in app development and cloud infrastructure teams.
For tech reviewers like those testing foldable phones in Dubai or covering CES in Las Vegas, a lightweight, ad-free streaming app could become a go-to for on-the-go viewing—especially in markets where data costs make ad-heavy streams impractical.
Will Howdy Survive Outside the Roku Ecosystem?
Some analysts remain cautious. After all, launching a streaming service in 2026 is far riskier than it was five years ago. Consumers are subscription-fatigued, and standing out requires more than just a low price. But Howdy’s ad-free promise and lean content strategy might just hit the right nerve.
“If Roku executes well, Howdy could become the ‘public radio’ of streaming—modest but deeply valued by its audience,” said media analyst Lena Torres of Streamline Insights. “Its success hinges on keeping the library fresh and resisting the temptation to monetize with ads later.”
A Potential Game-Changer for International Markets
Howdy’s model also has strong appeal beyond the U.S. In emerging markets—where disposable income is tighter and ad tolerance lower—$3/month with zero interruptions could be revolutionary. Roku hasn’t confirmed international availability yet, but its “distribute it everywhere” mantra suggests global ambitions are baked into the roadmap.
In regions like Southeast Asia or Latin America, where mobile is the primary screen, a lightweight Howdy app could carve out a loyal user base faster than bulky, ad-heavy rivals.
No Subscriber Numbers—Yet
Roku remains tight-lipped about Howdy’s current subscriber count. Wood declined to share metrics with TechCrunch, though he noted onstage that early traction “exceeded internal expectations.” That’s likely code for modest but promising growth—enough to justify the off-platform push.
Still, for a company that thrives on data, the lack of hard numbers suggests Roku is playing the long game, prioritizing brand building over quarterly metrics.
What’s Next for Howdy in 2026?
Expect more details in Roku’s Q1 earnings call later this month. The company may also use the spring to tease partnerships—perhaps with airlines, hotels, or mobile carriers looking to bundle a clean, low-cost entertainment option. Original programming isn’t expected soon, but curated licensing deals with indie studios could expand the catalog meaningfully by summer.
Streaming Just Got Simpler
As the industry lurches toward complexity—dynamic ads, tier fragmentation, password crackdowns—Howdy offers something refreshingly straightforward: good content, no ads, low price. And soon, you won’t need a Roku box to enjoy it. Whether you’re watching on a foldable phone in Dubai or your laptop during a commute, Howdy’s expansion promises to bring sanity back to streaming—one $3 month at a time.
