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 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.

Priced at less than a cup of coffee, Howdy is ad-free and designed to complement, not compete with, premium services,” said Roku founder and CEO Anthony Wood.