What’s happened? There’s a new streaming service available in the US called Howdy, it’s ad-free, and it’s dirt cheap. It’s been launched by Roku, the company behind streaming hardware such as the Roku Streaming Stick 4K, and the TV operating system built into some sets, such as the Roku Pro Series.

Roku has just announced its new ad-free subscription streaming service, Howdy, priced at just $2.99 per month –”less than a cup of coffee.” The new streaming service is designed to complement existing streaming services,

The launch of Howdy also comes just months after Roku acquired the live-TV provider FrndlyTV for $185 million. The service provides users access to 50 live channels, including the History Channel, A&E, and the Hallmark Channel for plans ranging $8.99 to $12.99 per month.

Howdy by Roku offers ad-free streaming for just $2.99/month with a solid library but lacks the latest blockbusters and premium features like HDR and Dolby Atmos.

Roku founder and CEO Anthony Wood told the outlet that the service is “a response to the reality that many consumers are interested in a service that is ad-free and low-cost. A large part of subscription viewing is library content.

Roku on Tuesday announced a new ad-free streaming service for $2.99 a month, the cheapest price point in the U.S. by a major company.

Roku just introduced a new paid streaming service called Howdy. It costs $3 per month and streams older movies and shows.