Roku has just made it easier for you to stream without owning one of its devices.
The US-based company has launched a brand-new standalone mobile app for its budget-friendly streaming service called Howdy — a cheerfully-named new streaming service that's designed to take on more established players like Netflix, Prime Video, Disney+, Paramount+, and Apple TV+, to name just a few.
The standalone app means you can watch on the go, whether you're commuting or travelling, without being tied to any particular hardware. Previously, you could only access Howdy if you had a Roku-powered TV, streaming stick, or used the main Roku app.
Gil Fuchsberg, President of Subscriptions, Partnerships and Corporate Development at Roku, said: "At a time when most things are getting more expensive, Howdy is designed to make premium, ad-free streaming more affordable and accessible for all viewers. Launching the Howdy mobile app on iOS and Android enables us to continue growing the service beyond the Roku platform, bringing Howdy's unique value and quality entertainment to even more viewers."
Howdy costs just $2.99 a month, that's roughly £2.40, although Roku hasn't confirmed a UK release date or price yet. It's now available on both iPhones and Android phones
Roku is one of the most popular streaming platforms, similar to the FireOS platform that powers Fire TV Sticks. You'll find it built into many smart TVs, or you can grab a standalone streaming stick that plugs into your telly.
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Despite costing almost half the standard subscription for Disney+, Prime Video or Netflix, Howdy is promising access to 10,000 hours of TV shows, films, and documentaries from major entertainment brands, like Warner Bros. Discovery, Lionsgate, and FilmRise. Better still, parent company Roku insists the $2.99 fee is here to stay — this isn't an eye-catching introductory rate that'll skyrocket in a few months.
This month's highlights include Edge of Tomorrow, Tyler Perry's Madea's Big Happy Family, and the beloved classic When Harry Met Sally.
Earlier in March, Howdy also became available as an add-on subscription through Prime Video in the US, joining over 100 other streaming options on that platform.
Industry expert Luke Bouma from Cord Cutters News pointed out: "This progression reflects Roku's ongoing efforts to extend the service's reach beyond its native platform. By making Howdy accessible through mobile devices, the company seeks to meet viewers wherever they prefer to watch, whether at home or during commutes and travel."
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In a recent study by Hub Entertainment Research, Roku now powers 55% of streaming devices in US households, with Amazon's Fire TV just behind at 35% — positioning it to become the main hub of your entire home.
Jason Platt Zolov, Senior Consultant for Hub, said, "TVs are the biggest screen and are best positioned to be 'the brain' to help coordinate things across the home. Leading TV operating systems have an opportunity to develop enhanced AI-partnerships across devices that will only make consumers happier."
Roku recently added 22 new channels for free to its Roku Channel
| ROKU PRESS OFFICEThe streaming company is constantly updating its service with new content to watch, too.
For instance, The Roku Channel has added 22 new live channels to its lineup. This ad-supported channel is available to anyone with no need to create an account, pay a monthly subscription, or enter credit card details for a free trial – it's 100% free of charge. The new additions are part of a recent expansion of FAST (Free Ad-Supported Streaming TV) channels on Roku devices, which started in October.
FAST channels are increasingly popular in the UK, offering a terrestrial-like viewing experience over a decent Wi-Fi or Ethernet connection. But unlike the biggest UK broadcasters, there's no TV licence fee to worry about — everything is free of charge, funded by ad breaks.
It also added five other new channels for at no extra cost — packed with popular British shows like The Graham Norton Show, Hell's Kitchen, Hotel Inspector, and River Monsters. In total, the Roku Channel has over 500 channels, which initially launched in September 2017.