Six months after its launch, research firm Antenna estimates that the Howdy streaming service has more than 1 million subscribers.
Roku debuted Howdy in August. The subscription video-on-demand (SVOD) service is $3 per month and doesn’t have commercials.
In an announcement today, Antenna estimated that almost 300,000 people signed up for Howdy in August and that the service gained 100,000 subscribers in each subsequent month.
Credit: Antenna Credit: Antenna
Roku initially only offered the service through The Roku Channel, which is Roku’s free ad-supported streaming television (FAST) service. People can also subscribe to non-Roku streaming services, like Apple TV and HBO Max, through The Roku Channel. Since Howdy launched, it has represented 23 percent of all SVOD subscriptions made through The Roku Channel, Antenna said.
In March, Roku expanded Howdy’s distribution channels by making the service available through Amazon Prime Video and as a standalone iOS and Android app.
Howdy doesn’t claim to offer the latest and greatest TV shows or movies. In fact, part of its slogan is: “Almost everything you want to watch.” Currently, its list of featured movies is notably dated with titles including Brooklyn’s Finest (2009), Foxcatcher (2014), Edge of Tomorrow (2014), Raw Deal (1986), and The Age of Innocence (1993). Under “recently added TV,” you’ll find All of Us (2003–2007), Mad TV (1995–2009), Nash Bridges (1996–2001), Nip/Tuck (2003–2010), and Southland (2010–2013).
Despite offering a lackluster library compared to other streaming services, Howdy’s affordability is valued among streaming subscribers who are weary of the industry’s growing use of commercials and rising prices.
Howdy is very young, but Antenna reported that most people who signed up for Howdy when it first launched have kept their subscriptions:
Among sign-ups to Howdy in August and September 2025, Antenna estimates that 51 percent were still subscribed 6 months later. That 6-month Survival Rate sits ahead of the Premium SVOD average (47 percent) and the Specialty SVOD average (38 percent). The $2.99 price point likely plays a role here, as the low monthly commitment reduces the friction that drives churn on higher-priced services.
Credit: Antenna Credit: Antenna
Roku hasn’t confirmed Antenna’s figures or provided its own subscriber count for Howdy.
“We’re pleased with Howdy’s strong early performance,” a spokesperson told The Hollywood Reporter (THR). “While we aren’t confirming any third‑party data, we’re encouraged by the momentum we’re seeing so far and the positive reception from streamers.”
Roku’s head of content, Lisa Holme, told THR in February that Howdy would get newer movies soon.
“The vast majority of Howdy subscribers are [The Roku Channel] viewers who are now just adding Howdy on top as another part of the ecosystem,” she added.
Scharon Harding Senior Technology Reporter Scharon Harding Senior Technology Reporter Scharon is a Senior Technology Reporter at Ars Technica writing news, reviews, and analysis on consumer gadgets and services. She's been reporting on technology for over 10 years, with bylines at Tom’s Hardware, Channelnomics, and CRN UK. 8 Comments 
