Roku, the leading TV streaming platform in the U.S., has begun automatically installing its new subscription-based streaming service, Howdy, on Roku TVs and streaming players nationwide. The move, which started earlier this week, has caught the attention of millions of Roku users, with some praising the affordable ad-free option and others expressing frustration over the unsolicited addition to their devices. Priced at just $2.99 per month, Howdy offers nearly 10,000 hours of ad-free content, but its automatic installation has raised questions about user choice and device management.
Howdy, launched on August 5, 2025, is Roku’s latest venture into the competitive streaming market, designed to complement rather than compete with premium services like Netflix or HBO Max. The service features a library of classic and familiar titles from partners like Lionsgate, Warner Bros. Discovery, and FilmRise, alongside select Roku Originals. Notable titles include Mad Max: Fury Road, The Blind Side, Weeds, and Kids in the Hall, spanning genres like rom-coms, medical dramas, and ‘90s comedies. Roku CEO Anthony Wood described Howdy as “a response to the reality that many consumers are interested in a service that is ad-free and low-cost,” emphasizing its budget-friendly appeal in an era of rising streaming subscription costs.
How to Remove a App on Roku’s Homescreen:
For users who prefer not to keep the Howdy app, removing it is straightforward. To uninstall Howdy, navigate to the Roku home screen using your remote and hover over the Howdy app tile. Press the * (star) button on your Roku remote to open a menu. From there, select the option to “Remove Channel” and confirm the action to delete Howdy from your device. Roku has clarified that the app can be reinstalled at any time via the Roku Channel Store for those who change their mind.
Currently, Howdy is exclusive to Roku devices, including TVs, streaming sticks, and players, as well as the Roku mobile app and website (howdy.tv). The company has announced plans to expand the service to mobile and other platforms, such as Fire TV and Android TV, in the near future. While the $2.99 price point is not promotional and includes no hidden fees or contracts, some industry observers speculate that Roku may face challenges in convincing users to adopt another subscription service, especially given the overlap with content available on its free, ad-supported Roku Channel.
Roku’s bold move with Howdy comes on the heels of its acquisition of Frndly TV, a live TV streaming service, and a major advertising partnership with Amazon Ads, signaling the company’s ambition to expand its footprint in both subscription and ad-supported streaming. As streaming costs continue to rise, Howdy’s low price and ad-free model may appeal to budget-conscious viewers, but its automatic installation could test Roku’s relationship with its user base. For now, users have the power to decide whether Howdy stays or goes with a few clicks of their remote.
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