The service features a library of nearly 10,000 hours of content from Lionsgate, Warner Bros. Discovery, and FilmRise, alongside select Roku Original titles.

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 is coming out with its own Netflix-style subscription video service that provides thousands of TV and movie titles without any ads. But the company sees the new Howdy service as a cheaper complement to the likes of Netflix — not a direct competitor.