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Roku CEO Hints at Universal Streaming Future
8 Jan
Summary
- Roku's Howdy streaming service aims for broader market reach.
- Roku CEO Anthony Wood sees demand for low-cost, ad-free streaming.
- Howdy plans expansion beyond Roku devices to all platforms.
Roku founder and CEO Anthony Wood shared insights into the future of the company's streaming service, Howdy, at CES 2026. Launched in August, Howdy offers ad-free access to library content for $2.99 per month, targeting a niche in the market that has seen rising prices and increasing advertisements from other services.
Wood indicated that Roku's ambition extends beyond its own ecosystem. He stated that Howdy, despite its initial launch on Roku devices, will eventually be distributed "everywhere." This suggests a strategic move to make the service accessible via mobile apps, web browsers, and potentially any device capable of streaming.
While subscriber numbers were not disclosed, Wood expressed confidence in Howdy's potential, foreseeing it becoming a substantial streaming service. The company's focus on a low-cost, ad-free model aims to capture a significant portion of the market that feels underserved by current streaming options.
