Roku’s Howdy Streaming Service Expands to Amazon Prime Video
Roku has expanded the reach of its ad-free streaming service, Howdy, launching it as a subscription option within Amazon’s Prime Video Channels. This marks the first time Howdy is available outside of the Roku ecosystem, offering Prime members another entertainment choice.
What is Howdy?
Launched in August 2025, Howdy is Roku’s affordable, ad-free streaming service. It boasts a library of nearly 10,000 hours of content, featuring titles from partners like Disney Entertainment, Lionsgate, Sony Pictures, Warner Bros. Discovery, and FilmRise, alongside select Roku Originals. Subscribers can access a variety of genres, including rom-coms, medical dramas, 90s comedies, and classic films.
How Much Does Howdy Cost?
Howdy is available for $3 per month. TechCrunch reports this price point was intentionally set to complement, not compete with, premium streaming services.
How to Subscribe to Howdy via Prime Video
To access Howdy through Prime Video, users need either an Amazon Prime membership or a standalone Prime Video subscription. Once subscribed, content can be streamed directly through the Prime Video app.
Content Highlights
Howdy’s content library includes titles such as “A Haunting in Venice,” “Ice Age,” “Weeds,” “Kids in the Hall,” “Paddington,” “Sicario,” and “Nurse Jackie.” CNET highlights the service’s focus on “iconic rom-coms, medical dramas, ’90s comedy, feel-solid classics.”
Roku’s Strategy
The expansion to Prime Video aligns with Roku CEO Anthony Wood’s announcement at CES in January that Howdy would be available on other platforms. Variety notes this move comes after Roku’s acquisition of Frndly TV in August 2025, a streaming service offering live TV and on-demand video.
The Roku Channel and FAST Services
Howdy joins Roku’s flagship Roku Channel, which is a free, ad-supported streaming service (FAST). According to Roku, The Roku Channel is currently the most popular FAST service, surpassing competitors like Tubi and Pluto TV, with over 125 million daily users.
Worth a look