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 six months, we amassed 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