Roku CEO Anthony Wood announced at CES 2026 that the company's budget-friendly streaming service, Howdy, will become available on competing platforms. The move signals a strategic shift for Roku, positioning it to compete more broadly in the streaming market beyond its own hardware ecosystem. The expansion is planned for the near future, though a specific timeline was not disclosed.
Launched in August 2025, Howdy is an ad-free service priced at $2.99 per month, designed to complement other premium streaming subscriptions. It offers a library of movies and TV shows from partners including Lionsgate and Warner Bros. Discovery. This expansion beyond Roku's own devices moves the company more directly into the content-first streaming wars.