Say howdy to Howdy. A new ad-free streaming service from Roku that launched in late summer of 2025. Despite a severely crowded and cutthroat streaming landscape, Howdy shattered expectations and goals for launch. Within just a few months, we amassed a hundreds of thousands of subscribers and counting.

Here’s how we kept the voice consistently playful and seasonally fresh to support that rocket ship of first-year signups.

Copywriter: Patrick Girts
Video: Austin Hepp
Design: Sarah Koteles