TL;DR
At CES 2026 Roku CEO Anthony Wood said Howdy — a $2.99-per-month, ad-free channel launched last August — will be taken beyond the Roku platform. Roku has not yet specified which devices or services will host Howdy or disclosed subscriber numbers.
What happened
At the Variety Entertainment Summit during CES 2026, Roku founder and CEO Anthony Wood outlined plans to broaden distribution for Howdy, the company’s $2.99-per-month, ad-free streaming channel that launched in August. Wood framed the service as filling a gap left as other streamers raise subscription prices and increase advertising loads, saying the market for low-cost, no-ad offerings has largely disappeared. He told the audience Roku intends to "take it off-platform as well," and later told TechCrunch the company wants to make Howdy available "everywhere," though he would not name specific platforms. Roku also declined to share subscriber totals. Wood expressed confidence in Howdy’s potential size but gave few operational details during the CES appearances.
Why it matters
- Expanding Howdy beyond Roku could widen its reach and increase competition in budget, ad-free streaming.
- If distributed across devices, Howdy may pressure higher-priced, ad-supported services by offering a cheaper no-ad alternative.
- Platform availability decisions will affect how consumers access the service and how Roku positions itself among streaming providers.
- Subscriber numbers and precise distribution plans will shape market reaction and advertiser/partner interest.
Key facts
- Howdy launched in August (year not restated in the source) as a Roku streaming channel.
- The service is priced at $2.99 per month and offers ad-free access to library content.
- Anthony Wood discussed Howdy at the Variety Entertainment Summit at CES 2026.
- Wood said Roku plans to take Howdy off the Roku platform and distribute it more broadly.
- When pressed, Wood told TechCrunch Roku has not yet announced specific target platforms.
- Roku declined to provide subscriber numbers for Howdy.
- Wood argued a market gap exists because other streaming services are raising prices and increasing ad loads.
- He said he believes Howdy could become a large streaming service.
What to watch next
- Which platforms Roku will target for off-platform distribution (mobile apps, web, other devices) — not confirmed in the source
- Timing and rollout plan for making Howdy available beyond Roku devices — not confirmed in the source
- Subscriber growth and engagement metrics once off-platform availability begins — not confirmed in the source
Quick glossary
- Streaming service: A digital platform that delivers video or audio content to users over the internet, often via apps or web players.
- Ad-free: A content offering delivered without interruptive advertising during viewing; typically tied to a paid subscription.
- Library content: A catalog of previously produced shows and movies a service makes available to subscribers, as opposed to newly released or live programming.
- Platform: The hardware or software environment where an app or service is accessed, such as a streaming device, smart TV, mobile OS, or web browser.
- Subscription fee: A recurring payment users make to access a service’s content or features, usually billed monthly or annually.
Reader FAQ
Is Howdy currently available only on Roku devices?
Howdy started on Roku, and Roku says it will distribute the service off-platform, but details on current availability beyond Roku are not confirmed in the source.
How much does Howdy cost?
The service is priced at $2.99 per month, according to the reporting.
Did Roku disclose how many subscribers Howdy has?
Roku declined to share subscriber numbers, per the source.
Has Roku announced which other platforms will host Howdy?
No. Roku said it wants to distribute Howdy everywhere but has not specified which platforms or devices will be supported — not confirmed in the source.
At CES 2026, Anthony Wood, Roku’s founder, chairman, and CEO, offered a hint about the future of the company’s newest streaming channel, Howdy, and its ambition to become a broader…
Sources
- Roku’s $3 streaming service Howdy will be coming to other platforms, CEO says
- Say 'Howdy' to Roku's New Budget Streaming Service | Tech Industry
- Roku's new Howdy streaming service offers ad-free streaming for $2.99
- Roku launches $3 ad-free SVOD Howdy
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