Roku has expanded its $3 ad-free streaming service, Howdy, to Amazon Prime Video. The move marks the first time Howdy leaves the Roku ecosystem and brings a library of nearly 10,000 hours of content from partners like Lionsgate and Disney Entertainment directly to Amazon’s vast user base.

Subscribers can enjoy titles such as 'A Haunting in Venice' and classic comedies, alongside select original content. Despite positioning itself to complement premium services, some might see it as a challenge to existing streaming giants.

Gil Fuchsberg, president of Subscriptions at Roku, stated that their goal is to make great entertainment more accessible. The expansion follows the company's January announcement about bringing Howdy to other platforms and comes after Roku’s $185 million acquisition of Frndly TV in November 2025.

Howdy joins the Roku Channel, a free, ad-supported streaming service that is currently the most popular in its category. With over 125 million daily users, Roku continues to grow its market share in the competitive streaming landscape.

Roku’s fourth-quarter earnings for 2025 saw a net income of $80.5 million, and the company has announced plans to launch new streaming bundles, further expanding its offerings.