Roku has launched Howdy, a new ad-free streaming service priced at $3 per month. The service offers a library of pre-existing movies and shows through deals with Warner Bros. Discovery, Lionsgate, and other providers. Content includes titles like Elvis, Mad Max: Fury Road, Weeds, and Party Down, along with Roku Originals such as the Weird Al biopic. Roku CEO Anthony Wood describes Howdy as a response to consumer demand for low-cost, ad-free streaming options. The company emphasizes that the $3 price point is not an introductory offer and is intended to be permanent.