The Howdy streaming service has reached more than 1 million subscribers, according to new estimates from research firm Antenna, arstechnica.com reports.
Launched by Roku in August, the subscription video-on-demand (SVOD) service costs $3 per month and features an ad-free experience. Antenna data shows nearly 300,000 users signed up during the initial launch month.
Following that initial surge, the service added approximately 100,000 subscribers in each subsequent month.
Expanding distribution
Roku originally introduced Howdy exclusively through The Roku Channel, its free ad-supported streaming television (FAST) platform. Since its debut, Howdy has grown to represent 23 percent of all SVOD subscriptions processed through The Roku Channel, Antenna reported.
In March, Roku expanded the service's reach by launching Howdy on Amazon Prime Video. The company also released standalone versions of the service for both iOS and Android mobile devices.
Howdy distinguishes itself through its budget-friendly price point rather than a massive library of premium content. The service focuses on a specific niche rather than competing directly with major studios for the latest blockbuster releases.
