Howdy's dated $3/month ad-free streaming service said to have 1M subscribers

Six months after its launch, research firm Antenna estimates that the Howdy streaming service has more than 1 million subscribers. Roku debuted Howdy in August. The subscription video-on-demand (SVOD) service is $3 per month and doesn’t have commercials. In an announcement today, Antenna estimated that almost 300,000 people signed up for Howdy in August and that the service gained 100,000 subscribers in each subsequent month. Despite offering a lackluster library compared to other streaming services, Howdy’s affordability is valued among streaming subscribers who are weary of the industry’s growing use of commercials and rising prices. Howdy is very young, but Antenna reported that most people who signed up for Howdy when it first launched have kept their subscriptions: Among sign-ups to Howdy in August and September 2025, Antenna estimates that 51 percent were still subscribed 6 months later. That 6-month Survival Rate sits ahead of the Premium SVOD average (47 percent) and the Specialty SVOD average (38 percent). The $2.99 price point likely plays a role here, as the low monthly commitment reduces the friction that drives churn on higher-priced services.