“The Roku Channel is poised to sustain its strong growth, leading the shift toward a future where viewers can choose when and how they experience entertainment—whether that’s free and ad-supported, premium ad-supported, or ad-free,” the spokesperson said. “Our platform hosts dozens of streaming services that cater to different audiences and offer a wide variety of advertising opportunities.”

Additionally, the spokesperson noted the new platform gives IP partners another way to monetize content and reach more viewers.

“Howdy expands viewer choice without undermining free and ad-supported tiers,” the spokesperson said. “We believe Howdy will appeal to a very specific segment of the market—premium subscribers who are looking for a low-cost, ad-free complement to more expensive offerings with prestige content. We also see Howdy appealing to FAST audiences who are interested in an affordable ad-free experience alongside their free, ad-supported offerings.”

To promote the platform, visitors who pass through Times Square will be greeted with a “howdy” through a branded takeover of digital billboards from Aug. 5 to Aug. 31.

As for the name of the ad-free service, Roku said it pays homage to the greeting that Roku founder and CEO Anthony Wood often uses.

“Priced at less than a cup of coffee, Howdy is ad-free and designed to complement, not compete with, premium services,” Wood said in a statement. “We’re meeting a real need for consumers who want to unwind with their favorite 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.”