Roku‘s low-priced, commercial-free movie streaming service Howdy has rolled out a stand-alone mobile app.
The subscription streamer, which launched last summer, is a somewhat counter-intuitive move for the ad-revenue-focused Roku. The premise of the service, which offers library film titles without ad breaks, is that viewers can be enticed to include it in their consideration set due to its $2.99 monthly price, which is well below the going rate for the vast majority of streamers.
Before Tuesday’s mobile launch, which makes Howdy available in the iOS and Android app stores, Howdy had been available via the Roku Channel and recently added distribution via Amazon Prime Video. The service is a strategic fit with Frndly TV, the 7-year-old, low-cost pay-TV bundle acquired by Roku last year for $185 million.
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Howdy offers 10,000 hours of film content from FilmRise, Lionsgate, Sony
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