Roku Launches $3 Howdy Subscription on Prime Video

Mo. Basuony

Published: March 25, 2026 2:36 AM ET

Roku Launches $3 Howdy Subscription on Prime Video

Roku announced on Tuesday that its $3 ad-free Howdy subscription is now available through Prime Video. This marks the service’s first launch beyond Roku’s native platforms.

Availability and sign-up

How to subscribe requires either an Amazon Prime membership or a standalone Prime Video plan. The $3 price gives viewers an ad-free option inside Prime Video’s add-on marketplace.

Content lineup and partners

Howdy launched in August 2025 with nearly 10,000 hours of programming. The catalog mixes studio films, TV series, and select Roku Original productions.

Studio partners include Lionsgate, Sony Pictures, Disney Entertainment, Warner Bros. Discovery, and FilmRise.
Sample titles available on the service: A Haunting in Venice, Ice Age, Weeds, and Kids in the Hall.
Genres cover rom-coms, medical dramas, 1990s comedies, and classic films.

Roku’s strategy and executive remarks

Roku has positioned Howdy as a complement to premium streaming, rather than a direct rival. Gil Fuchsberg, Roku’s subscriptions and partnerships chief, said the move widens access to ad-free entertainment at an accessible price.

Platform expansion

The Prime Video rollout follows CEO Anthony Wood’s remark at CES in January. He had indicated Howdy would expand to other platforms outside the Roku ecosystem.

Corporate context and recent moves

Roku introduced Howdy two months after buying Frndly TV for $185 million. Frndly TV adds live channels, on-demand video, and cloud DVR capabilities to Roku’s portfolio.

Howdy joins The Roku Channel, the company’s free ad-supported FAST service. Roku reported that The Roku Channel ranks ahead of Tubi and Pluto TV in popularity.