• by Wayne Friedman , Staff Writer, August 13, 2025

In the streaming TV world, you get what you pay for. Now, there are even more variations on that theme.

Roku is squeezing into the frame with one new spin.

A $2.99/month service called Howdy, with no TV commercials. Sounds weird. But know that consumers always want choice.

For a while now, merely asking for a streaming platform with no advertising meant the obvious: High price.

Think about the fact that you will pay around $20 or so for that pleasure -- think Netflix "Premium" at a high of $24.99, HBO Max Ultimate ($20.99), Hulu ($18.99) and Peacock ($16.99).

On the flip side, maybe you want to go in the other direction: You really don’t care if there are commercials -- as long as it’s free? No problem.

There’s Tubi and Pluto TV. You just need a broadband connection. But tell me -- quickly -- what are the top shows on those services? Hmmm... Can’t come up with any? That’s the point.

The last years of my father’s life were spent watching TV with no particular guidance. He would turn on the TV and start watching something at, say, 8:43 a.m. or 7:17 p.m. Anything. News, drama, comedy, unscripted TV -- content that already aired in the middle of their episodes.

He never looked at a program guide. And he could even really name the shows he was watching. I’m guessing for some, that is what it is like watching completely free TV.

There is something for everyone Roku believes: Just find the right target audience. How about people so repulsed by advertising, they'll watch anything -- as long as perhaps the price of entry is really modest, like $3.00 a month, and some recognizable stuff.

That’s where the $2.99-a-month thing comes in for Howdy. In other words, perhaps a bit higher quality than Tubi or Pluto.

Howdy will have close to 10,000 hours of content from TV content owners such as Lionsgate, Warner Bros. Discovery and FilmRise -- with some program/movie names that may be familiar.

Theatrical films will include “Mad Max: Fury Road” and “The Blind Side.” There is “Weeds,” a former Showtime drama ( 2005-2012) and “Kids in the Hall,” a comedy (1988-1995) airing on HBO and in later years on CBS. In addition, there will be some Roku Original titles.

But don't expect much else. According to one analyst, “Howdy’s content is unlikely to rival the breadth of titles and the new content offered on other services.”

We get that. Still, can a mature streaming TV marketplace take in just another option?

Well, look at what Disney does, with multiple ways to buy Disney+, Hulu, and ESPN+ -- with and without ads.

Now add the new big cable TV network-like ESPN DTC (direct-to-consumer) service to the mix and even more consumer permutations within Disney and outside. (A new ESPN DTC/Fox One, $39.99 bundle).

Just another option in the streaming world -- a niche?

Stay close and find out. Make sure your personal financial streaming spreadsheet is close at hand for close, complex price-value inspection.