Roku has inked a distribution agreement with Amazon to offer its Howdy streaming service through Prime Video Channels, the companies announced on Tuesday.
The move marks the first time that Howdy has been available outside the Roku ecosystem since it launched in August.
Howdy costs $3 per month and includes commercial-free access to shows and movies that are typically found on free, ad-supported streaming TV (FAST) services, including content from Lionsgate, Sony Pictures, Disney and FilmRise, along with select Roku Originals.
Amazon will sell Howdy at the same $3 per month price point. Financial terms of the deal were not disclosed, though Amazon typically takes a commission from subscription sales within its Prime Video Channels marketplace.
Shows and movies from Howdy will be streamed within the Prime Video app on supported devices. The deal with Amazon makes Howdy available on more than just Roku and Fire TV devices — the Prime Video app is supported across a wide number of platforms, including Google TV (Android TV), Apple TV, Xumo, TiVo OS and smart TVs made by Samsung, LG, Vizio, Sony, TCL, Hisense, Element and others.
Reach aside, Roku’s interest in distributing Howdy through Amazon is the clearest sign that the streaming hardware maker is serious about scaling the streaming app. Data from measurement firm Antenna shows Amazon is a key driver of subscription sales to smaller streaming services, while Hub Entertainment Research reports streamers who purchase subscriptions through Prime Video Channels tend to value those apps and services at a greater level than those who simply watch Prime Video content with a Prime membership.
Howdy can be purchased from the Amazon Prime Video Channels store by clicking or tapping here.
