Roku's Howdy streaming service has quickly gained traction, surpassing 1 million subscribers since its launch in August 2025. Priced at just $2.99 per month, Howdy offers around 10,000 hours of content, including popular titles from studios like Lionsgate and Warner Bros. Discovery. In its first month, the service attracted nearly 300,000 subscribers, maintaining a steady growth of at least 100,000 additional subscribers each month thereafter. Notably, 51% of users who signed up in the initial months remained subscribed after six months, which is higher than the average retention rates for premium and specialty subscription video-on-demand (SVOD) services. Roku positions Howdy as a low-cost, ad-free option that complements existing subscriptions, rather than competing directly with giants like Netflix and Disney+. With its recent expansion to a standalone mobile app and availability on Amazon Prime Video, Howdy is making strides to reach a broader audience.