Roku’s $3 streaming service Howdy hits 1M subscribers in latest update

Roku has hit a major milestone with its budget-friendly streaming service, Howdy, surpassing 1 million subscribers. Launched in August 2025, Howdy offers a variety of movies and TV shows for just $2.99 a month, making it an attractive option for viewers looking for affordable content.

With agreements in place with studios like Lionsgate and Warner Bros. Discovery, Howdy boasts around 10,000 hours of content, including popular titles such as “The Blind Side,” “Mad Max: Fury Road,” and “Weeds.”

One of the key factors contributing to Howdy’s success is its accessibility. The service recently expanded to a standalone mobile app and became available on Amazon Prime Video, broadening its reach to a wider audience. This expanded availability likely played a role in Howdy quickly reaching 1 million subscribers.

Data from research firm Antenna shows that Howdy gained nearly 300,000 subscribers in its first month and continued to grow steadily, adding at least 100,000 new subscribers each month thereafter. The retention rate for Howdy subscribers is also impressive, with 51% of users who signed up in August and September 2025 still subscribed six months later, outperforming the industry average.

While Howdy’s subscriber base is relatively small compared to streaming giants like Netflix and Disney+, Roku has positioned the service as a low-cost, ad-free complement to other subscriptions rather than a direct competitor. As the streaming landscape continues to evolve, Howdy’s simple and affordable offering may resonate with viewers seeking cost-effective entertainment options.