Roku launched Howdy on Prime Video in the United States on March 24, 2026. The ad-free streaming service costs $2.99 per month plus applicable tax, renews automatically, and is billed separately from an Amazon Prime membership. You do not need a Roku device to watch through Prime Video, the web, or mobile apps.
This is a distribution deal—not a new Amazon-owned service or a new Prime plan. Roku owns and operates Howdy, while Amazon can process subscriptions purchased as Prime Video Channels.
What Howdy is—and what it is not
Howdy is Roku’s paid subscription-video service, launched in the United States on August 5, 2025 and expanded to Prime Video on March 24, 2026. Roku describes the catalog as roughly 10,000 hours of movies and television, positioned as inexpensive supplemental entertainment rather than a replacement for the biggest streamers.
- Howdy: Roku’s paid, ad-free programming service.
- The Roku Channel: Roku’s broader platform, including free ad-supported movies, shows, live channels, Roku Originals and paid Premium Subscriptions.
- Prime Video: Amazon’s streaming platform, now offering Howdy as an optional channel.
- Amazon Prime: A separate membership; Howdy is not established as a standard Prime benefit.
Roku’s launch announcement calls Prime Video the first expansion of Howdy beyond Roku’s own ecosystem. See the Prime Video launch announcement and Roku’s 2025 Form 10-K.
#1 Best Overall
- HD streaming made simple: With America’s number 1 TV streaming platform,* exploring popular apps—plus tons of free movies, shows, and live TV—is as easy as it is fun. *Based on hours streamed—Hypothesis Group
- Compact without compromises: The sleek design of Roku Streaming Stick won’t block neighboring HDMI ports, and it even powers from your TV alone, plugging into the back and staying out of sight. No wall outlet, no extra cords, no clutter.
- No more juggling remotes: Power up your TV, adjust the volume, and control your Roku device with one remote. Use your voice to quickly search, play entertainment, and more.
- Shows on the go: Take your TV to-go when traveling—without needing to log into someone else’s device.
- TV, simplified: With setup that only takes minutes, a simple-to-navigate Home Screen, and an uncluttered remote control that does all you need—Roku makes it easier to watch the TV you love.
What you get for $2.99
- Ad-free Howdy programming, as Roku markets it.
- A catalog Roku describes as nearly 10,000 hours; a later mobile announcement says over 10,000 hours, so the library should be treated as approximate and changeable.
- Recognizable movies and series, including feel-good entertainment, classic comedies, nostalgic dramas, action films and cult favorites.
- Monthly access with automatic renewal unless canceled.
Roku’s current Howdy page highlights Weeds, Dirty Dancing and P.S. I Love You. Launch-period coverage also cited Elvis, Mad Max, Back to the Future and Party Down; licensing can change, so those examples are not guarantees of today’s lineup. The advertised $2.99 is before applicable tax and is not a promise that Roku can never change the price. Check the current Howdy terms before subscribing.
Is Howdy included with Amazon Prime?
No. Howdy is a separately priced Prime Video Channels subscription. An Amazon Prime membership may be required to use some Prime Video features, but the available launch information gives Howdy its own $2.99 monthly charge. Do not assume an existing Prime subscription covers it.
Rank #2
- 4K streaming made simple:With America’s number 1 TV streaming platform,* exploring popular apps—plus tons of free movies, shows, and live TV—is as easy as it is fun. *Based on hours streamed—Hypothesis Group
- 4K picture quality: With Roku Streaming Stick Plus, watch your favorites with brilliant 4K picture and vivid HDR color.
- Compact without compromises: Our sleek design won’t block neighboring HDMI ports, and it even powers from your TV alone, plugging into the back and staying out of sight. No wall outlet, no extra cords, no clutter.
- No more juggling remotes: Power up your TV, adjust the volume, and control your Roku device with one remote. Use your voice to quickly search, play entertainment, and more.
- Shows on the go: Take your TV to-go when traveling—without needing to log into someone else’s device.
How to subscribe through Prime Video
- Open the Prime Video app or Prime Video website in the United States.
- Search for “Howdy” or browse Prime Video Channels.
- Open the Howdy channel page and review the price, tax, renewal terms and any offer shown for your account.
- Select the subscription button and confirm with the Amazon account.
Exact menu labels, trial offers and device-specific behavior can vary. The safe rule is to rely on the live checkout screen rather than an old instruction such as a particular Settings path. Prime Video handles billing and cancellation for a subscription purchased there.
How to subscribe through Roku
- Install or open Howdy on a Roku TV or Roku streaming player.
- Choose the signup option and use the Roku account and saved payment method, if available.
- Manage the subscription at my.roku.com/subscriptions.
Roku says a Roku-billed subscription can also be watched through Howdy.tv, the Howdy iOS or Android app and the Roku mobile app. Its subscription support page explains the available routes. A Roku device is therefore not required if you use web, mobile or Prime Video access.
Rank #3
- Stunning 4K and Dolby Vision streaming made simple: With America’s number 1 TV streaming platform,* exploring popular apps—plus tons of free movies, shows, and live TV—is as easy as it is fun. *Based on hours streamed—Hypothesis Group
- Breathtaking picture quality: Stunningly sharp 4K picture brings out rich detail in your entertainment with four times the resolution of HD. Watch as colors pop off your screen and enjoy lifelike clarity with Dolby Vision and HDR10+.
- Seamless streaming for any room: With Roku Streaming Stick 4K, watch your favorite entertainment on any TV in the house, even in rooms farther from your router thanks to the long-range Wi-Fi receiver.
- Shows on the go: Take your TV to-go when traveling—without needing to log into someone else’s device.
- Compact without compromises: Our sleek design won’t block neighboring HDMI ports, so you can switch from streaming to gaming with ease. Plus, it’s designed to stay hidden behind your TV, keeping wires neatly out of sight
Billing, cancellation and refunds
The company that bills you—not necessarily the company that owns the service—controls account management.
| Where you subscribed | Where to manage or cancel | Important qualification |
|---|---|---|
| Prime Video Channels | Amazon or Prime Video account controls | Do not expect the subscription to appear in Roku’s dashboard. |
| Roku | my.roku.com/subscriptions | Roku’s renewal and refund terms apply. |
| Mobile app or website | Check whether Apple, Google, Roku or another platform processed payment | Cancel through that billing platform. |
Roku’s policy says access normally continues until the end of the paid billing period after cancellation and that partial-period refunds are generally not provided. Read the Roku refund policy and the service terms attached to your checkout.
Rank #4
- Hides behind your TV: The all-new design plugs right into your TV with a simple setup
- Super-fast startup: Start streaming channels like Disney+, Prime Video, HBO Max, Apple TV+, Netflix, Sling, and Hulu in a snap—just turn on your TV
- Long-range Wi-Fi: Enjoy fast, smooth TV streaming in any room with a strong Wi-Fi connection, now up to 2x faster
- No more juggling remotes: Power up your TV, adjust the volume, and control your Roku Streaming Stick with the Roku remote
- Voice search & control: Quickly search, play entertainment, and control your streaming device with the voice remote
Is there a free trial?
There is no verified universal Howdy trial. Roku says trials exist for selected Premium Subscriptions, while eligibility can vary by platform, promotion, account and date. Check the offer displayed by Amazon or Roku at signup; do not assume a trial is included or unavailable everywhere.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Howdy versus the free Roku Channel
| Service | Price model | Advertising | Main role |
|---|---|---|---|
| The Roku Channel free tier | Free | Ad-supported | Free movies, shows, live channels and Roku Originals |
| Howdy | $2.99/month plus tax | Roku markets the programming as ad-free | Paid catalog of movies and television |
| Prime Video | Separate Amazon service | Policies vary by plan and interface | Amazon’s broader streaming platform |
| Howdy through Prime Video | $2.99/month plus tax, billed by Amazon | Howdy programming is marketed as ad-free | A Prime Video Channels access route |
Paying for Howdy does not unlock every title on The Roku Channel. The free Roku service and its paid subscriptions are separate products, and catalog availability can differ by platform and geography. Roku’s overview is at The Roku Channel.
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- Upgrade your TV, instantly – Fire TV Stick HD is our fastest HD streaming stick ever, with a streamlined navigation that jumps straight to your movies, shows, and live TV. Take your entertainment on the go with the new ultra-portable profile. And watch it all come to life with crisp Full HD and Wi-Fi 6 support.
- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- All your apps in one place – Prime Video, Netflix, YouTube, Disney+, Apple TV, HBO Max, Hulu, Peacock, Paramount+, and thousands more. It’s easy to find what to watch from hundreds of thousands of movies and TV episodes, including free, ad-supported content. Subscription fees may apply.
- Our most portable stick – Thin and light, without extra clutter. Connects directly to your TV's HDMI port without blocking other ports.
- Easier than ever to set up – Now with Direct Power, it's powered by your TV with the included USB-C cable and eliminates the need for a wall adapter.
Who should subscribe?
Howdy makes sense if you want
- A very inexpensive source of familiar movies and shows.
- Ad-free programming without paying for a large premium service.
- A supplemental service managed in Amazon’s ecosystem or through Roku.
- Streaming without buying a Roku device.
Look elsewhere if you need
- Current-season originals, major live sports or broad international programming.
- A large flow of new releases rather than older recognizable titles.
- One subscription containing all Roku Channel programming.
- Live channels and cloud DVR; services such as Frndly TV serve that different use case.
Before subscribing, search for the specific films or series you want. Roku’s catalog size is an approximate company figure, and licensing changes over time.
Availability and limitations
The Prime Video launch was announced for the United States. Roku’s own pages list access through Roku devices, Howdy.tv, mobile apps and the Roku mobile app; its current page also references Mexico, but country availability and platform support should be checked separately. The published material does not establish that Prime Video and Roku carry identical catalogs, that Howdy credentials transfer between platforms, or the service’s Prime Video-specific download, profile, stream-count or parental-control rules.
The Bottom Line
Bottom line: Howdy is a genuine $2.99-per-month Roku add-on now distributed through Prime Video—not a free Prime benefit and not the free Roku Channel. It is a sensible low-cost choice for ad-free comfort viewing if the catalog contains what you want; subscribe through the platform you prefer, and cancel through that same billing provider.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
