Roku’s CEO, Anthony Wood, announced plans at CES 2026 to expand the availability of the company’s $2.99 per month streaming channel, Howdy, beyond the Roku platform. Howdy offers ad-free access to library content, catering to consumers seeking low-cost, ad-free streaming options.
Wood emphasized the market gap Howdy aims to fill, as rival streaming services continue to increase prices and ad loads. Roku intends to extend Howdy’s availability to mobile apps, the web, and other platforms, with the goal of making the service accessible everywhere.
While subscriber numbers remain undisclosed, Wood expressed optimism about Howdy’s growth potential in the competitive streaming market. By venturing beyond the Roku ecosystem, Roku is positioning Howdy to potentially reach a wider audience and compete more directly with established streaming services.
Source: TechCrunch