Roku has lassoed Amazon’s Prime Video Channels as the distributor for its low-cost, ad-free Howdy streaming service, marking the first time the $2.99-per-month package is available outside of Roku’s ecosystem.
Howdy is currently available as a subscription on Prime Video in the US. Howdy, which launched last summer exclusively on Roku Channel, offers thousands of movies and TV series (over 10,000 hours of total content) from partners like Disney, Lionsgate, Sony Pictures Entertainment, Warner Bros. Discovery, FilmRise, and more, as well as featured Roku original titles.
Howdy’s lineup currently includes the films “The Ghost of Venice,” “Sleepless in Seattle,” “A Star Is Born” (2018), “Now You See Me 2,” “The Graduate,” “The Hurt Locker,” “White Chicks,” “Ice Age,” the TV shows “Nashville,” “Forensic Files,” “Longmire” and Roku’s “The Great American Baking Show.”
Howdy is designed as an add-on to complement other subscriptions, rather than a competitor to major streaming services like Netflix and Disney+. Signing up for Howdy through Prime Video Channels requires a subscription to Amazon’s Prime ($14.99 per month or $139 per year) or a standalone Prime Video subscription ($8.99 per month with ads).
Terms of the distribution agreement were not disclosed. For Prime Video channels, Amazon typically takes 30% of the revenue, but offers alternative terms to partners.
Gil Fuchsberg, Roku’s President of Subscriptions, Partnerships and Corporate Development, said: “Expansion into Prime Video further strengthens our momentum and furthers our mission to provide an ad-free streaming experience at a price that makes it easy for viewers to enjoy the content they love, wherever they are.”
Roku hasn’t said how many Howdy subscriptions it has acquired since its debut in August 2025. Fuchsberg said the company has been “pleased with the response from our viewers and partners since launch.”
“We’re excited to launch the Howdy streaming service on Prime Video at an affordable price that offers exceptional value. This milestone advances our mission to make premium content widely available to Prime Video customers,” said Ryan Pirozzi, head of channels for Prime Video in the US.
In addition to Howdy, Roku’s first-party streaming services include Roku Channel, touted as the most-watched ad-supported free TV (FAST) service in the U.S., and Frndly TV, a low-cost live TV subscription service the company acquired a year ago for $185 million.
