Roku Inc. introduced a new subscription video service that offers ad-free content to owners of the company’s streaming boxes and Roku TVs for less money than many on-demand streaming competitors.

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.

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.