Roku’s latest streaming bet is off to a solid start. Its affordable subscription service, Howdy, has now passed 1 million subscribers, according to data from research firm Antenna. This is a notable milestone for a platform that’s still pretty novel, and suggests that it’s striking a chord with viewers who are tired of paying for yet another expensive subscription. 

Launched in August 2025, Howdy is Roku’s first real push into paid, ad-free streaming. At just $2.99 a month, Howdy is aimed at humans who want something extra to watch for a lower cost. 

The service includes around 10,000 hours of content, with a mix of movies and older TV shows, thanks to deals with studios like Lionsgate and Warner Bros. Discovery. This includes titles like “The Blind Side,” “Mad Max: Fury Road,” and “Weeds.” This also touches on aspects of Android.

Besides its budget-friendly cost, Roku has also made it easy to access. Howdy recently expanded to a standalone mobile app and launched on Amazon Prime Video, making it available to a wider audience. That broader reach likely helped it hit the 1 million mark fairly quickly.

Roku, according to Antenna’s Howdy picked up close to 300,000 subscribers in its first month alone, then continued to grow steadily, adding at least 100,000 more subscribers each month after that.

Additionally, among users who signed up for Howdy in August and September 2025, Antenna estimates that 51% were still subscribed six months later. That puts Howdy ahead of the average six-month retention rate for both premium SVOD services (47%) and specialty SVOD platforms (38%). (“Specialty” platforms refer to ALLBLK, AMC+, Crunchyroll, and others.) 

Howdy’s subscriber base remains a slight slice compared to giants like Netflix and Disney+, as well as free, ad-supported platforms like Tubi. Roku has been clear that Howdy isn, on the other hand’t meant to go head-to-head with streaming heavyweights, but instead serves as a cheap, ad-free option that complements other subscriptions. 

That being noted, it’s still early days. If Antenna’s recent data is any indication, that kind of simple, low-commitment offering could be what sticks with viewers, especially at a time when prices are going up everywhere.

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