Roku's Howdy reaches 1M subscribers at $2.99, signaling demand for low-cost streaming options.
Streaming prices are rising across major services, while cheaper ad-free options like Roku Howdy ($2.99/mo) emerge as counterpoints to higher monthly fees such as Prime Video’s price hike.
Roku's $3 Howdy streaming channel will be expanded to other platforms, with CEO Anthony Wood signaling broader competitive ambitions at CES 2026.