Roku’s latest streaming bet is off to a solid start. Its affordable subscription service, Howdy, has now passed 1 million subscribers, according to data from research firm Antenna. This is a notable milestone for a platform that’s still pretty new, and suggests that it’s striking a chord with viewers who are tired of paying for yet another expensive subscription. 

Launched in August 2025, Howdy is Roku’s first real push into paid, ad-free streaming. At just $2.99 a month, Howdy is aimed at people who want something extra to watch for a lower cost. 

The service includes around 10,000 hours of content, with a mix of movies, older TV shows, thanks to deals with studios like Lionsgate and Warner Bros. Discovery. This includes titles like “The Blind Side,” “Mad Max: Fury Road,” and “Weeds.”

In addition to its budget-friendly cost, Roku has also made it easy to access. Howdy recently expanded to a standalone mobile app and launched on Amazon Prime Video, making it available to a wider audience. That broader reach likely helped it hit the 1 million mark fairly quickly.

According to Antenna, Roku’s Howdy picked up close to 300,000 subscribers in its first month alone, then continued to grow steadily, adding at least 100,000 more subscribers each month after that.

Additionally, among users who signed up for Howdy in August and September 2025, Antenna estimates that 51% were still subscribed six months later. That puts Howdy ahead of the average six-month retention rate for both premium SVOD services (47%) and specialty SVOD platforms (38%). (“Specialty” platforms refer to ALLBLK, AMC+, Crunchyroll, and others.) 

Howdy’s subscriber base remains a small slice compared to giants like Netflix and Disney+, as well as free, ad-supported platforms like Tubi. However, Roku has been clear that Howdy isn’t meant to go head-to-head with streaming heavyweights, but instead serves as a cheap, ad-free option that complements other subscriptions. 

That being said, it’s still early days. If Antenna’s new data is any indication, that kind of simple, low-commitment offering could be what sticks with viewers, especially at a time when prices are going up everywhere.

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BY NKECHI NAECHE-ESEZOBOR—Operatives of the National Drug Law Enforcement Agency (NDLEA) have uncovered three illicit drug warehouses hidden in a residential estate in Okota area of Lagos where Two Million Three Hundred and Sixty Thousand (2,360,000) pills of high-potency tramadol 225mg and One Million Nine Hundred and Nine Thousand Four Hundred (1,909,400) bottles of codeine syrup with a combined street value of Sixteen Billion Nine Hundred and Twenty Seven Million Two Hundred Thousand Naira (N16,927,200,000.00) only, were recovered.

The high stakes intelligence-led coordinated operations were conducted on Friday 17th April 2026 at 98 Olukayode Awofisayo Street, Park View Estate, Ago Palace, Okota where a large warehouse was uncovered and two others at 5 Charles Ndumetu Street, Park View Estate, Ago Palace, Okota, Lagos State. Recovered from the three warehouses were 19,094 cartons containing 1,909,400 bottles of codeine syrup and 2,360,000 pills of high-potency tramadol 225mg pills in another 34 cartons.

Reacting to the development, Chairman/Chief Executive Officer of NDLEA, Brig Gen Mohamed Buba Marwa (Rtd) said the successful operations have dealt a staggering blow to the heart of the pharmaceutical drug black market, leading to the dismantling of a major drug syndicate in the country.

Marwa expressed his profound pride in the operatives involved, describing the seizure as a monumental victory in the ongoing fight against substance abuse and illicit drug trafficking in Nigeria.

According to him, “The scale of this recovery, nearly 4.3 million units of lethal substances, is a testament to the fact that our officers are staying several steps ahead of these merchants of death. To find such volumes hidden within residential estates like Park View and busy hubs like Okota shows the desperation of these cartels, but it also highlights the peerless intelligence capabilities of our team.”

The NDLEA boss reiterated that there is no safe haven for drug traffickers in Nigeria, adding that whether they hide their illicit goods in elite mansions or suburban warehouses, the Agency’s reach is long and its resolve is firm.

“Let this be a clear signal to those who think they can profit from the destruction of our children’s futures: we will find you, we will dismantle your networks, and we will bring the full weight of the law upon you”, he warned.

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