The new streaming service is "priced at less than a cup of coffee," Roku's founder and CEO Anthony Wood said in a statement alongside the announcement, where he also clarified that although it's cheaper than Netflix, Disney+, and other rivals, it's "designed to complement, not compete with, premium services".

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

What’s happened? There’s a new streaming service available in the US called Howdy, it’s ad-free, and it’s dirt cheap. It’s been launched by Roku, the company behind streaming hardware such as the Roku Streaming Stick 4K, and the TV operating system built into some sets, such as the Roku Pro Series.