Roku brings its Howdy streaming service to Amazon Prime Video

On Tuesday, Roku announced that Howdy, its $3 ad-free streaming service, is launching on Amazon’s Prime Video platform. The announcement marks the service’s first expansion outside of the Roku ecosystem. To subscribe to Howdy through Prime Video, customers will need either an Amazon Prime membership or a standalone Prime Video subscription. The move follows remarks from Roku CEO and founder Anthony Wood, who spoke at CES in January and indicated that Howdy would be coming to other platforms.

Howdy originally launched in August 2025 and features a library of nearly 10,000 hours of content. Gil Fuchsberg, the president of Subscriptions, Partnerships, and Corporate Development at Roku, noted that the company’s goal has always been to make great entertainment more accessible. Fuchsberg stated: “Expanding to Prime Video builds on our momentum and furthers our mission to deliver an ad-free streaming experience at a price that makes it easy for audiences everywhere to enjoy content they love.”

The expansion comes as Roku continues to scale its subscription and ad-supported offerings. Howdy operates alongside The Roku Channel, the company’s free, ad-supported streaming TV (FAST) service. According to a report from last year, The Roku Channel is the most popular FAST service, ahead of competitors Tubi and Pluto TV.

Roku’s recent operational and financial milestones include:

• Frndly TV Acquisition: Roku paid $185 million to acquire Frndly TV, a streaming service that offers live TV, on-demand video, and cloud-based digital video recorder (DVR) capabilities. This acquisition occurred two months before the launch of Howdy.
• User Base: The Roku Channel attracts more than 125 million daily users, according to the company.
• Financial Performance: Roku reported a net income of $80.5 million for the fourth quarter of 2025, alongside plans to launch new streaming bundles.

Why it matters

This launch represents a strategic shift for Roku, moving its subscription offerings beyond its own hardware and software ecosystem to reach a broader audience on third-party platforms like Amazon.