Roku launched a new subscription service called Howdy on Tuesday, offering ad-free streaming for $2.99 per month, according to Benzinga. The service debuts nationwide with 10,000 hours of curated content from Lionsgate, Warner Bros. Discovery, and FilmRise. It will be available on Roku devices starting August 5th, with plans to expand to mobile and other platforms. CEO Anthony Wood said Howdy is designed for viewers seeking flexible, no-contract entertainment at a low cost. The launch aligns with Roku’s broader strategy to grow platform revenue and attract performance-focused advertisers. Roku’s platform segment outlook was recently raised to $4.075 billion, though devices revenue is expected to fall due to tariffs.
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