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

Roku announced connected Tuesday that Howdy, its $3 ad-free streaming service, is launching connected Amazon’s Prime Video. The announcement marks the service’s archetypal enlargement extracurricular the Roku ecosystem.

Launched successful August 2025, Howdy features a room of astir 10,000 hours of contented from Roku’s partners, including Lionsgate, Sony Pictures, Disney Entertainment, Warner Bros. Discovery, and FilmRise, alongside prime Roku Original titles.

Subscribers tin ticker titles similar “A Haunting successful Venice,” “Ice Age,” “Weeds,” and “Kids successful the Hall,” arsenic good arsenic rom-coms, aesculapian dramas, ’90s comedies, classics, and more.

At launch, Roku said Howdy was designed to complement, not vie with, premium services.

To motion up for Howdy via Prime Video, you’ll request either an Amazon Prime rank oregon a standalone Prime Video subscription.

“Our extremity has ever been to marque large amusement much accessible,” said Gil Fuchsberg, President of Subscriptions, Partnerships, and Corporate Development astatine Roku, successful a press release. “Expanding to Prime Video builds connected our momentum and furthers our ngo to present an ad-free streaming acquisition astatine a terms that makes it casual for audiences everyplace to bask contented they love.”

The enlargement to Prime Video doesn’t travel arsenic a surprise, arsenic Roku CEO and laminitis Anthony Wood said astatine CES successful January that Howdy would beryllium coming to different platforms.

Roku’s motorboat of Howdy came 2 months aft the company paid $185 cardinal to get Frndly TV, a streaming work that offers unrecorded 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 study from past year, The Roku Channel is the most popular FAST service, up of competitors Tubi and Pluto TV. More than 125 cardinal radical usage the level each day, Roku says.

Roku released its fourth-quarter earnings for 2025 past month, posting a nett income of $80.5 million. The institution besides announced that it’s going to motorboat caller streaming bundles.