Roku launches standalone mobile app for Howdy streaming service

On Tuesday, Roku announced the launch of a standalone mobile app for its Howdy streaming service in the U.S. The app, available on both iOS and Android devices, offers access to the service for $2.99 per month. Roku claims that Howdy is currently the cheapest ad-free streaming service on the market. The launch represents a strategic push by the company to distribute its content directly to mobile users, moving beyond the Roku platform.

The service, which originally launched in August 2025, features nearly 10,000 hours of content. This library is built through partnerships with major entertainment companies, including Lionsgate, Sony Pictures, Disney Entertainment, Warner Bros. Discovery, and FilmRise. The mobile rollout comes a week after Howdy launched on Amazon’s Prime Video, which was the service’s first expansion outside of Roku’s own platform. It also follows Roku’s recent $185 million acquisition of Frndly TV, a transaction that closed two months before Howdy’s initial launch.

Gil Fuchsberg, president of Subscriptions, Partnerships and Corporate Development at Roku, highlighted the strategic intent behind the mobile expansion. Fuchsberg noted that at a time when consumer costs are rising, the service is designed to make premium, ad-free streaming more affordable and accessible. He added: “Launching the Howdy mobile app on iOS and Android enables us to continue growing the service beyond the Roku platform, bringing Howdy’s unique value and quality entertainment to even more viewers.”

The expansion of Howdy complements Roku’s existing streaming portfolio, which is anchored by The Roku Channel, the company’s free, ad-supported streaming TV (FAST) service. The Roku Channel currently serves 125 million daily users, placing it ahead of rival FAST platforms such as Tubi and Pluto TV. Last month, the company released its 2025 fourth-quarter earnings, posting a net income of $80.5 million.

Why it matters

The launch of the Howdy mobile app enables Roku to continue growing the service beyond the Roku platform, bringing its content to more viewers.