Roku’s new Howdy service offers ad-free streaming for $3 per month

Roku just revealed a new ad-free . The service costs $3 per month, making it an enticing prospect for budget-conscious viewers. The company says this isn’t an introductory price and should be permanent.

Howdy will stream a whole bunch of content, but it’s mostly pre-existing movies and shows. The company has inked deals with Warner Bros. Discovery, Lionsgate and other providers, so the platform will host movies like Elvis and Mad Max: Fury Road and shows like Weeds and Party Down. It’ll also be home to Roku Originals, “biopic.”

Company founder and CEO Anthony Wood and called Howdy “a response to the reality that many consumers are interested in a service that is ad-free and low-cost.” He may be right. Consumers are likely to flock to something that’s $3 a month, especially when the other streamers and .

This isn’t Roku’s only recent foray into the world of paid streaming, after years of relying on free, ad-supported television (FAST) channels. The company , which streams live TV from a number of noteworthy cable channels. Prices for this platform range from $7 to $10 per month.

Howdy will be available later today on Roku devices. The company promises a “rollout on mobile and additional platforms in the near future.”

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