Amazon Prime Video has added Roku's $3-per-month Howdy streaming service as a new add-on subscription available in the US. The commercial-free service, first launched on Roku devices in August 2025, now expands to the Prime Video app for the first time outside its original platform. Prime members can access it alongside other add-ons like Apple TV and ad-free Peacock.
Roku's Howdy offers thousands of titles spanning more than 10,000 hours of programming, focusing on iconic rom-coms, medical dramas, '90s comedies and feel-good classics. The lineup includes select Roku originals as well as content from partners such as Disney, FilmRise, Lionsgate, Sony Pictures and Warner Bros. Discovery. Notable titles available include Paddington, Sicario and Nurse Jackie (per Roku). Subscribers pay $3 monthly to watch ad-free through the Prime Video app, positioning Howdy at the lower end of streaming service prices. In August 2025, Roku CEO Anthony Wood stated that the service is 'designed to complement, not compete with, premium services.' This integration allows Prime users to browse and subscribe to Howdy directly within the app, broadening access beyond Roku hardware.
