Roku's $3 Howdy subscription service launches on Prime Video
By Aisha Malik
Published on March 24, 2026.
Roku's $3 ad-free streaming service, Howdy, is launching on Amazon's Prime Video. This is the company's first expansion outside the Roku ecosystem. The service, launched in August 2025, features nearly 10,000 hours of content from Roku's partners including Lionsgate, Sony Pictures, Disney Entertainment, Warner Bros. Discovery, and FilmRise. To sign up for Howdy via Prime Video, users will need either an Amazon Prime membership or a standalone Prime Video subscription. The launch comes two months after Roku acquired Frndly TV, a streaming service that offers live TV, on-demand video, and cloud-based DVR.
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