Alex Dalesio of Roku: “There’s Increasing Local Development, And We’re Looking To Bring That Content To Howdy”

Roku recently launched Howdy, its new subscription (SVOD) offering, which delivers accessible, ad-free content with a model designed to complement—rather than compete with—the major streaming platforms available on its service.

The service, recently introduced in Mexico, is priced at 39 pesos per month (around US$2.30), positioning it as one of the most affordable options on the market.

Beyond pricing, the strategic focus is on the type of content that will be brought to the platform. Alex Dalesio, Director of Sales for Latin America, confirmed that Roku is open to acquiring and distributing regional productions.

“There is increasingly more local development in Latin America, more budget for creating content, and these companies are looking to work with us to bring it to the platform,” he said.

SIMPLIFYING STREAMING

Howdy is part of a broader offering that includes The Roku Channel, with more than 70,000 free titles and over 100 live channels, as well as a premium subscription system that centralizes payments and access.

The idea is to solve one of today’s main user challenges: multiple accounts, passwords, and platforms.

The launch of Howdy comes at a time of expansion for Roku, which now surpasses 100 million active accounts globally and continues to grow in Latin America, both in devices and in the integration of its operating system into TVs.

GROWING ACROSS THE ECOSYSTEM

From the communications side, Ariana Ibarra, Senior Communications Manager for Latin America, explained that Roku’s strategy is not limited to a single vertical but rather focuses on comprehensive growth.

“We are very focused on continuing to grow in every way—from devices, such as the streaming players we introduced in Mexico in 2015, to integrating our operating system into third-party TVs,” she explained.

In Mexico, this expansion is already reflected in more than 15 TV brands with Roku built in, expanding options for users.

But content, according to Ibarra, is one of the central pillars of the strategy.

“Content is an incredibly strong driver for Roku. We aim to offer more and more options so users can choose where to watch their favorite content,” she said.

Another key pillar is simplifying the experience in an increasingly fragmented environment. Roku is focused on centralizing access, subscriptions, and content discovery.

“Our goal is to make the experience much simpler, so users don’t have to deal with multiple accounts, passwords, or charges,” the team explained.

This translates into tools like The Roku Channel, which already surpasses 70,000 titles and more than 100 live channels, along with an integrated premium subscription system.