Roku is coming out with its own Netflix-style subscription video service that provides thousands of TV and movie titles without any ads. But the company sees the new Howdy service as a cheaper complement to the likes of Netflix — not a direct competitor.

Amid rising subscription fees for most streaming services, Roku is launching Howdy, a $3 per month streamer with thousands of titles and no ads.

Roku launches Howdy, a $2.99/month ad-free streaming service with thousands of hours of content and top titles from its partner studios.