"About half of US consumers think they're paying too much for streaming, and two out of three people who canceled a service in recent months say they did so because it was too expensive. Roku is betting that many of those consumers turned off by high streaming prices will sign up for the company's Howdy service instead."
"Launched in August, Howdy offers more than 10,000 hours of movies and TV shows, ad-free, for just $2.99 a month. Roku CEO Anthony Wood told the audience of an investor conference earlier this month that he has been closely involved in getting Howdy off the ground. 'I personally think it's going to be a huge business for us,' he said."
"Howdy is not directly competing with Netflix, HBO Max, or any of the other premium services. You won't find any new TV shows or expensively produced original dramas on the service. Instead, its catalog is mostly made up of older titles. Think Sleepless in Seattle, the first Paddington movie, or largely forgotten series like The Michael J. Fox Show."
Multiple streaming platforms including Amazon Prime Video, Netflix, HBO Max, Disney Plus, and Discovery Plus increased prices in 2025, causing consumer frustration. Approximately half of US consumers believe they pay too much for streaming, with two-thirds of recent service cancellations attributed to cost concerns. Roku launched Howdy in August, offering over 10,000 hours of ad-free content for $2.99 monthly, targeting budget-conscious viewers. CEO Anthony Wood expressed confidence in Howdy's potential as a major business opportunity. Unlike premium services, Howdy features older movies and TV shows rather than new original productions, positioning itself as an alternative for consumers seeking affordable entertainment options.
Read at The Verge
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