At CES 2026, Roku founder and CEO Anthony Wood revealed that Howdy, the company’s ad-free streaming channel priced at $2.99 per month since its August launch, will be made available outside of Roku devices. Wood noted that as rival services continue to raise fees and increase ad loads, Howdy fills a market gap for low-cost, ad-free content. While specific targets were not disclosed, he confirmed discussions around mobile apps, web distribution and other connected devices, underscoring Roku’s ambition to position Howdy as a standalone service accessible to any user, not just the more than 80 million active Roku accounts worldwide.

Roku has become the first major streaming publisher to integrate iSpot’s Outcomes at Scale product, enabling advertisers to optimize campaigns based on actual business results. Early testing with SimpliSafe demonstrated a 23% lift in lead generation and a 31% increase in website visits for the optimized campaign group versus control. Roku’s Senior Director of Strategic Advertising Partnerships, Miles Fisher, emphasized that direct attribution data will power real-time adjustments to creative and targeting, while iSpot EVP Stuart Schwartzapfel highlighted the potential for improved ROI and efficiency. This builds on the data partnership first announced in spring 2024, positioning Roku’s ad platform as one of the most measurable and performance-driven in the streaming sector.