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.

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".

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.