Roku's budget-friendly streaming service, Howdy, is poised to expand beyond the company's own platform, signaling a strategic move to capture a wider audience in an increasingly competitive market. CEO Anthony Wood indicated at CES 2026 that the company intends to distribute Howdy across multiple platforms, a decision that could significantly impact Roku's revenue streams and market share.

Launched in August at a price point of $2.99 per month, Howdy offers ad-free access to a library of content. This positions it as a direct alternative to larger streaming services that are increasingly raising prices and incorporating more advertising. Wood highlighted this market opportunity at the Variety Entertainment Summit at CES, noting the absence of low-cost, ad-free options in the current streaming landscape. While specific platforms for the expansion were not disclosed, Wood suggested the company aims for broad distribution.

The move comes at a time when the streaming industry is undergoing significant shifts. Major players are grappling with subscriber growth challenges and exploring various monetization strategies, including price hikes and ad-supported tiers. Howdy's value proposition of affordability and ad-free viewing could resonate with cost-conscious consumers, potentially disrupting the established order. The success of this expansion hinges on Roku's ability to effectively market Howdy to new audiences and integrate it seamlessly across different platforms.

Roku has historically been known for its streaming devices and platform, generating revenue through hardware sales, advertising, and content distribution partnerships. The introduction of Howdy represents a diversification of its revenue model, allowing the company to directly compete with other streaming services. Expanding Howdy's availability beyond Roku devices could further solidify the company's position in the streaming ecosystem.

Looking ahead, Roku's decision to broaden Howdy's reach could set a new trend in the streaming industry, with other players potentially exploring similar strategies to cater to budget-conscious consumers. The company's ability to execute this expansion effectively will be crucial in determining its long-term success in the evolving streaming market. The industry will be closely watching to see which platforms Howdy will land on and how consumers respond to this new, affordable option.