Roku's Howdy crosses 1 million subscribers in 8 months
Roku's $2.99-per-month ad-free streaming service Howdy has surpassed 1 million subscribers, according to Antenna research. The service launched in August 2025, later added a standalone mobile app and availability through Amazon Prime Video channels, and reached about 300,000 subscribers in its first month and more than 100,000 additional subscribers per month afterward.
Key Takeaways
- Howdy launched in August 2025 at $2.99 per month with no ads.
- Antenna says the service reached about 300,000 subscribers in its first month.
- Howdy added a standalone mobile app and became available through Amazon Prime Video channels.
- Antenna reports 51% retention after six months, ahead of the premium SVOD average.
Why It Matters
Howdy reaching 1 million subscribers gives Roku a concrete data point on paid streaming outside its core platform business. The service’s growth came after distribution widened to a standalone mobile app and Amazon Prime Video channels, which shows Roku is using third-party surfaces as part of its subscription strategy. The 51% six-month retention figure is the key benchmark to watch, along with whether the service can keep adding 100,000-plus subscribers per month after this milestone.
Read full article at techcrunch.com
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