AVOD operator to launch new streamer that offers library shows from Lionsgate and Warner Bros Discovery
AVOD streaming platform Roku is moving into SVOD, launching a $2.99 (£2.26) streaming service in the US called Howdy.
The service offers ad-free and unlimited access to nearly 10,000 hours of entertainment from partners including Lionsgate, Warner Bros. Discovery, and FilmRise.
Roku Originals will also be offered, with shows ranging from Weeds and Kids in the Hall on the slate, alongside movies such as Mad Max: Fury Road.
The streamer is not, however, being pitched as an alternative to services such as Netflix but has been “designed to complement, not compete with, premium services,” according to Roku founder and chief exec, Anthony Wood.
“We’re meeting a real need for consumers who want to unwind with their favourite movies and shows uninterrupted and on their terms. Howdy is a natural step for us at Roku, extending our mission to make better TV for everyone, by making it affordable, accessible, and built for how people watch today.”
Jim Packer, president of worldwide TV distribution at Lionsgate, said: “We’re excited to continue our longstanding collaboration with Roku on innovative ways to connect with audiences.
“This service has the ability to scale quickly while providing us with a new way to monetize our content, and we’re proud to be part of this new streaming experience.”
The launch of Howdy is the latest push by Roku to expand its platform, which the company claims reaches 125 million people daily. Roku’s streaming services include Roku Channel, the most-watched free ad-supported television (FAST) service in the US, and live TV service Frndly TV.
Howdy will be available initially on the Roku platform with rollout on mobile and additional platforms in the near future, although the company provided no further details on partnerships.
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