Roku officially expanded its streaming ecosystem on Tuesday, March 31, 2026, with the launch of the Howdy mobile app. Available now for iOS and Android users in the United States, the service offers a completely ad-free experience for a monthly subscription fee of $2.99. This launch signals a major shift for Roku as it seeks to capture audiences on mobile devices rather than just its own branded hardware.

The Howdy app features a library of thousands of titles sourced from various production partners. According to a report by Business Wire, the service aims to provide an affordable, premium alternative to larger platforms. While Roku is well-known for its free, ad-supported Roku Channel, Howdy focuses exclusively on a subscription-based, uninterrupted viewing experience for users on the go.

By detaching the service from the physical Roku player, the company is positioning itself as a direct cross-platform software competitor. "Launching the Howdy mobile app enables us to continue growing the service beyond the Roku platform," the company noted in a statement via Media Play News. Users can download the app today through the Apple App Store or Google Play Store to start their ad-free subscriptions immediately.