Roku has expanded the availability of its budget-friendly, ad-free Howdy streaming service by partnering with Amazon’s Prime Video Channels. This move marks the first instance of the $2.99/month service being offered outside of Roku’s own platform.
Howdy is now accessible to U.S. subscribers on Prime Video. Initially launched last summer as an exclusive on the Roku Channel, Howdy provides access to a vast library of movies and TV shows, exceeding 10,000 hours of content. This includes offerings from partners like Disney, Lionsgate, Sony Pictures Entertainment, Warner Bros. Discovery, and FilmRise, as well as select Roku original titles.
The current selection on Howdy features films such as “A Haunting in Venice,” “Sleepless in Seattle,” “A Star Is Born” (2018), “Now You See Me 2,” “The Graduate,” “The Hurt Locker,” “White Chicks,” and “Ice Age.” TV series available include “Nashville,” “Forensic Files,” “Longmire,” and Roku’s “The Great American Baking Show.”
Designed to complement rather than compete with major streaming services like Netflix or Disney+, Howdy requires a subscription through Prime Video Channels. This necessitates either an Amazon Prime membership ($14.99/month or $139/year) or a stand-alone Prime Video subscription ($8.99/month with ads).
Specific terms of the distribution deal remain undisclosed. Typically, Amazon takes a 30% share of revenue from Prime Video Channels, although alternative arrangements may be offered to partners.
“Our goal has always been to make great entertainment more accessible,” stated Gil Fuchsberg, president of Subscriptions, Partnerships, and Corporate Development at Roku. “Expanding to Prime Video enhances our momentum and supports our mission to provide an ad-free streaming experience at a price that allows audiences everywhere to enjoy the content they love.”
Roku has not revealed the number of Howdy subscriptions acquired since its launch in August 2025. However, Fuchsberg expressed satisfaction with the feedback from both viewers and partners since its inception.
“We’re thrilled to introduce the Howdy streaming service on Prime Video at a price point that offers exceptional value,” said Ryan Pirozzi, head of Prime Video Channels in the U.S. “This achievement aligns with our mission to make premium content widely accessible to our Prime Video customers.”
Besides Howdy, Roku’s proprietary streaming services include the Roku Channel, which is acclaimed as the most-watched free ad-supported TV (FAST) service in the U.S., and Frndly TV, a cost-effective live TV subscription service acquired a year ago for $185 million.
