Roku CEO announces expansion of $3 streaming service Howdy to other platforms

At CES 2026, Roku’s founder, chairman, and CEO, Anthony Wood, shared exciting news about the future of the company’s latest streaming service, Howdy, and its goal to expand its reach in the market. Howdy launched in August with a price tag of $2.99 per month, offering viewers ad-free access to a library of content. This move comes at a time when other streaming services are increasing their prices.

Wood explained at the Variety Entertainment Summit at CES that Howdy was created to address a gap in the market. As streaming services raise their prices and introduce more ads, the affordable, ad-free segment of the market is disappearing. Howdy aims to fill that void by offering a low-cost, ad-free streaming option.

Wood also mentioned that Roku plans to make Howdy available beyond just Roku devices. Although Howdy currently lives on Roku, Wood revealed that the company is looking to expand Howdy to other platforms as well.

When asked about which platforms Howdy might expand to, Wood mentioned that they have not made a specific announcement yet but that they want to make Howdy available everywhere. This could mean that Howdy might become an app that users can access on various devices in the future. While Wood didn’t share subscriber numbers, he expressed confidence that Howdy has the potential to become a major player in the streaming market.

Overall, Roku’s Howdy is poised to shake up the streaming landscape by offering an affordable, ad-free streaming experience to viewers. With plans to expand to new platforms, Howdy could soon become a household name in the streaming world.