Roku’s low-cost streaming service, Howdy, is now accessible directly through Amazon Prime Video as a paid add-on. Previously exclusive to Roku devices, this expansion marks the first time Howdy is available outside of Roku’s platform.
What is Howdy?
Launched in August 2025, Howdy is a $3-per-month ad-free streaming service focused on feel-good and classic content. Roku positions it as a supplement to premium streaming options, rather than a competitor. The service boasts over 10,000 hours of programming, including titles like Paddington, Sicario, and Nurse Jackie.
Content and Partnerships
Howdy features a curated library of “iconic rom-coms, medical dramas, ‘90s comedy, and feel-good classics.” Roku has partnered with major studios, including Disney, FilmRise, Lionsgate, Sony Pictures, and Warner Bros. Discovery, to provide a wide range of licensed content. Subscribers also gain access to select Roku Originals.
Why This Matters
The move to Prime Video is a strategic step for Roku, allowing Howdy to reach a much wider audience without relying solely on Roku device owners. Prime Video’s add-on model allows users to sample Howdy’s content before committing to the service long-term. At $3 per month, Howdy is one of the most affordable streaming options available, making it an attractive choice for budget-conscious consumers.
The integration also highlights a growing trend: major streaming platforms are increasingly offering bundled or add-on services to retain subscribers and increase revenue. This provides consumers with greater flexibility but also creates a more fragmented viewing landscape.
This expansion of Howdy to Amazon Prime Video is a sign that Roku is actively diversifying its revenue streams and expanding beyond its hardware roots. The service is now more accessible than ever, potentially attracting a new wave of subscribers seeking affordable and familiar content.
