Six months after its launch, research firm Antenna estimates that streaming service Howdy now boasts over 1 million subscribers. The subscription video-on-demand (SVOD) service, priced at $3 per month and ad-free, has been gaining traction since it was first introduced by Roku in August.

Antenna reported that almost 300,000 people signed up for Howdy in its debut month, with a steady increase of around 100,000 subscribers each subsequent month. Despite the service's popularity, it doesn't claim to offer cutting-edge content; in fact, part of its slogan is: “Almost everything you want to watch.”

Currently, Howdy’s list of featured movies includes titles such as Brooklyn’s Finest (2009), Foxcatcher (2014) and The Age of Innocence (1993). Meanwhile, the ‘recently added TV’ section features shows like All of Us (2003–2007) and Mad TV (1995–2009).

Since March, Roku has expanded Howdy’s distribution channels by making it available through Amazon Prime Video and as a standalone iOS and Android app. This move could further increase its subscriber base, especially among those who value ad-free content without the latest offerings.

The success of a service that offers dated content suggests there's still demand for on-demand entertainment at an affordable price point, even if it isn't necessarily the most current or trendy option available today.