Roku has lassoed Amazon‘s Prime Video Channels as a distributor of its low-cost, no-ads Howdy streaming service, marking the first time the $2.99/month package is available outside Roku’s ecosystem.
Howdy is now available as a subscription in the U.S. on Prime Video. Launched last summer exclusively on the Roku Channel, Howdy provides several thousand movies and TV series — totaling more than 10,000 hours of content — from partners including Disney, Lionsgate, Sony Pictures Entertainment, Warner Bros. Discovery and FilmRise, along with featured Roku original titles.
Howdy’s lineup currently includes films “A Haunting in Venice,” “Sleepless in Seattle,” “A Star Is Born” (2018), “Now You See Me 2,” “The Graduate,” “The Hurt Locker,” “White Chicks” and “Ice Age,” and TV shows “Nashville,” “Forensic Files,” “Longmire” and Roku’s “The Great American Baking Show.”
Howdy is designed to be a complementary add-on to other subscriptions, not a competitor to major streaming services like Netflix or Disney+. Signing up for Howdy through Prime Video Channels requires a subscription to Amazon’s Prime ($14.99/month or $139/year) or a stand-alone Prime Video subscription ($8.99/month with ads).
Terms of the distribution deal weren’t disclosed. For Prime Video Channels, Amazon typically takes a 30% cut of revenue but offers partners alternate terms as well.
“Our goal has always been to make great entertainment more accessible,” said Gil Fuchsberg, president of Subscriptions, Partnerships and Corporate Development at Roku. “Expanding to Prime Video builds on our momentum and furthers our mission to deliver an ad-free streaming experience at a price that makes it easy for audiences everywhere to enjoy content they love.”
Roku hasn’t said how many Howdy subscriptions it has garnered since its August 2025 debut. Fuchsberg said the company is “pleased with the response we’ve seen from our viewers and partners since launch.”
“We’re delighted to launch the Howdy streaming service on Prime Video at an accessible price that delivers exceptional value,” said Ryan Pirozzi, head of Prime Video Channels in the U.S. “This milestone advances our mission to make premium content widely available to our Prime Video customers.”
In addition to Howdy, Roku’s first-party streaming services are the Roku Channel, touted as the most-watched free ad-supported TV (FAST) service in the U.S., and Frndly TV, a low-cost live TV subscription service that the company acquired a year ago for $185 million.
Leave a Reply