Roku has launched a new mobile app for its ad-free subscription video-on-demand (SVOD) streaming service, Howdy. The move is part of a strategy to build platform revenue and expand both third- and first-party subscriptions across Roku’s platform, which reaches over 125 million people in U.S. households daily. Despite flat consumer spending on streaming, user behavior is shifting as more households opt for ad-supported tiers, according to Deloitte's latest report. The launch of a new standalone app for Howdy means viewers no longer need to own a Roku player to use it. The company claims to offer “the lowest price for advertising-free streaming on the market” and owns a variety of services.