Roku has been making headlines recently primarily for frequent service upgrades amid streaming wars and other industry challenges.
Despite affordability concerns, overall consumer spending on streaming remains flat, but user behavior is shifting, as more households are opting for ad-supported tiers, reveals Deloitte’s latest report.
Key streaming statistics:
- Flat spending and price sensitivity: Monthly streaming spend is stagnant at $69. 61% of users would cancel their favorite service over a $5 price hike.
- Ad-supported growth:68% of subscribers now choose ad-supported tiers (up 20% since 2024) to save money.
- The fan premium: “Fans” spend $71/month, outspending non-fans by 27%, making them the primary growth engine.
Source: Deloitte’ 2026 Digital Media Trends.
With its variety of offering, and frequent improvements, Roku was marked as one of the top 4 free ad-supported streaming TV (FAST) services during the second half of 2025, according to Ctam, citing Circana, TV Switching Study 2026.
The hybrid streaming provider has just dropped another surprise for its users.
Roku launches mobile app for its ad-free streaming service Howdy
Roku launched its brand-new, standalone mobile app for its affordable ad-free subscription video-on-demand (SVOD) streaming service called Howdy. While this service has been around since 2025, it used to be available only with a Roku device or by using the main Roku app.
The launch of a new standalone app for Howdy, available both on iPhones and Android phones means viewers don’t need to own a Roku player to use it anymore, according to the company’s official press release.
“At a time when most things are getting more expensive, Howdy is designed to make premium, ad-free streaming more affordable and accessible for all viewers. Launching the Howdy mobile app on iOS and Android enables us to continue growing the service beyond the Roku platform, bringing Howdy’s unique value and quality entertainment to even more viewers,” said Gil Fuchsberg, President of Subscriptions, Partnerships and Corporate Development at Roku.
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What does Howdy app mean for users
I previously reported that the majority of streaming giants hiked prices in 2025, giving consumers another reason to switch to cheaper or free alternatives.
With Howdy, which is strictly ad-free, but comes at a price of $2.99 per month, Roku is positioning itself as a budget-friendly alternative. Moreover, the company claims to offer “the lowest price for ad-free streaming on the market.”
$2.99 a month Howdy include:
- Ad-free streaming experience.
- 10,000 hours of movies and shows: from big names like Sony Pictures, Warner Bros. Discovery, and Lionsgate, alongside select Roku Original titles.
- Audience favorites: “Edge of Tomorrow,” “Tyler Perry’s Madea’s Big Happy Family,” and classic romantic comedies like “When Harry Met Sally.”
Why is Roku launching mobile app for Howdy
Roku’s latest move is part of a strategy to build platform revenue and expand both third- and first-party subscriptions across Roku’s platform, which reaches over 125 million people in U.S. households daily.
Earlier in March, Roku also announced Howdy’s expansion as a subscription on Prime Video, where it joined more than 100 available subscription options in the U.S.
“This progression reflects Roku’s ongoing efforts to extend the service’s reach beyond its native platform. By making Howdy accessible through mobile devices, the company seeks to meet viewers wherever they prefer to watch, whether at home or during commutes and travel,” pointed out industry expert Luke Bouma for Cord Cutters News.
Roku’s recent service upgrades and milestones
Beyond its new app, Howdy, Roku owns a variety of services designed to fit any budget:
- The Roku Channel: A top-rated service that is completely free because it includes commercials.
- Frndly TV: A low-cost subscription for people who want live TV without a huge cable bill.
- Howdy: A cheap, ad-free option for those who want to skip commercials.
By expanding its offering to include everything from “free with ads” to “affordable without ads” Roku is positioning itself as a one-stop streaming shop designed to meet a wide variety of audience needs.
More Entertainment:
- Tubi makes a major move to bring in millions of viewers
- Roku quietly rolls out a major free upgrade for users
- Netflix quietly pulls the plug on millions of devices
According to its financial results for 2025, this strategy appears to be working.
The company reported $4.74 billion in total revenue, which is a 15% increase from the previous year. Their platform revenue alone hit $4.15 billion (up 18% year over year), while users streamed a record 145.6 billion hours of content, according to the company’s Form 10K filing with the Securities and Exchange Commission (SEC).
Looking ahead to 2026, CEO Anthony Wood noted during the earnings call that Roku is “on track to surpass 100 million streaming households this year.” He pointed out that Roku now powers nearly half of all U.S. TV streaming, reported Market Beat.
Earlier this year, I reported about Roku’s latest developments and improvements, spanning from free content expansion to new features.
- Expansion of free content: Roku has significantly bolstered its FAST library. In February 2026, the company added 17 new free live channels, following a previous addition of 11 channels in late 2025.
- Diverse programming: The new lineup includes a mix of news (CNN Xpress, CTV News), classic sitcoms (The Bernie Mac Show, Blossom, Felicity), and niche interests such as Willow Sports (cricket), Pokémon, and MeatEater (outdoor/cooking).
- New “Search” Feature: To address “scrolling fatigue,” Roku launched a dedicated Search tool within its Live TV Guide. This highly requested feature allows users to quickly find specific channels or genres by name or voice command, making it easier to navigate a library that now exceeds 500 free live channels.
Source: TheStreet
Related: YouTube TV just removed a major hurdle for millions of cord-cutters