The platform affords Prime members the option to add 100 separate, third-party streaming subscriptions—such as Paramount+, HBO Max, AMC+, and Discovery+—directly to their Prime Video account. 

This marks Howdy’s first placement outside Roku’s own platform of 72 premium third-party subscription services available nationwide.

Last year, Prime Video Channels was reportedly responsible for driving 58% of new subscription sales for niche streaming services. Separately, research indicates that for major services such as HBO Max, Paramount+, and Apple TV, approximately 89% of sign-ups through Prime Video Channels are “incremental,” meaning these users would likely not have subscribed to the service otherwise.

“Our goal has always been to make great entertainment more accessible,” said Gil Fuchsberg, president of subscriptions, partnerships and corporate development at Roku.

Howdy offers subs access to myriad titles from Disney Entertainment, FilmRise, Lionsgate, Sony Pictures, and Warner Bros. Discovery, in addition to select Roku original content.

“This milestone advances our mission to make premium content widely available to our Prime Video customers,” added Ryan Pirozzi, head of Prime Video Channels, U.S. “Our subscription business’s continued growth demonstrates that customers appreciate the choice, quality, and diverse programming we offer through Prime Video.”