Roku on Tuesday announced a new ad-free streaming service for $2.99 a month, the cheapest price point in the U.S. by a major company.

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

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.