Amid rising subscription fees for most streaming services, Roku is launching Howdy, a $3 per month streamer with thousands of titles and no ads.

The new streaming service is "priced at less than a cup of coffee," Roku's founder and CEO Anthony Wood said in a statement alongside the announcement, where he also clarified that although it's cheaper than Netflix, Disney+, and other rivals, it's "designed to complement, not compete with, premium services".