Roku's Howdy Streaming Service Expanding to Other Platforms

At CES 2026, Anthony Wood, Roku's founder, chairman, and CEO, announced that the company's newest streaming channel, Howdy, will be expanding to other platforms beyond Roku devices. This strategic move represents Roku's ambition to become a broader competitor in the streaming market.

The $3 streaming service, which launched as a Roku-exclusive, will soon be available on additional platforms, though specific platforms and timelines were not detailed in the announcement. The expansion signals a significant shift in Roku's distribution strategy, moving from a device-centric approach to a more platform-agnostic model.

Anthony Wood made the announcement about Howdy's expansion during his appearance at CES 2026. As Roku's founder, chairman, and CEO, Wood used the prominent technology event to share insights about the company's strategic direction. The announcement about Howdy represents a notable shift in how Roku plans to distribute its streaming content.

CES, the Consumer Electronics Show, serves as a major platform for technology companies to announce new products and strategic initiatives. By choosing this venue for the announcement, Roku signaled the importance of the Howdy expansion to its overall business strategy. The timing of the announcement at CES 2026 suggests Roku is positioning itself to compete more aggressively in the streaming market.

Howdy is Roku's newest streaming channel, offering content at a price point of $3 per month. The service launched as an exclusive offering for Roku devices, representing the company's initial approach to building its streaming platform. This pricing strategy positions Howdy as a budget-friendly alternative in the competitive streaming landscape.

The service's expansion to other platforms marks a significant evolution in Roku's content strategy. Rather than keeping Howdy exclusive to Roku hardware, the company is pursuing a broader distribution model. This approach allows Roku to reach potential subscribers who may not own Roku devices but are interested in the service's content offerings.

The decision to expand Howdy to other platforms reflects Roku's ambition to become a broader competitor in the streaming market. By moving beyond device exclusivity, Roku is positioning itself to compete more directly with established streaming services. This strategy could help the company capture a larger share of the subscription streaming revenue.

Roku's move toward platform-agnostic distribution represents a significant shift from its traditional business model. The company has historically focused on building its ecosystem around Roku devices and the Roku OS. With this expansion, Roku is prioritizing content distribution and subscriber growth over device sales, potentially opening new revenue streams and market opportunities.

The expansion of Howdy to other platforms could reshape Roku's competitive position in the streaming industry. As the service becomes available on additional platforms, Roku will need to navigate relationships with device manufacturers and platform operators that may be competitors in other areas of their business. This move may also signal how Roku plans to evolve its business model in an increasingly competitive streaming landscape.

While specific details about which platforms will carry Howdy and when the expansion will occur were not announced, the strategic direction is clear. Roku is positioning itself to compete not just through hardware and platform services, but as a content provider that can reach consumers regardless of the device they use. This approach could help Roku build a more sustainable and diversified business model in the evolving streaming market.