US cable network Showtime has flicked the switch on its standalone streaming service. Called simply Showtime, it's available now to US punters on the iPhone, iPad, Apple TV and Roku set-top boxes and TVs.
It will also come to PlayStation consoles and Hulu soon.
The service is completely subscription-free, so you won't have to be tied into a lengthy contract in order to watch. In that respect, it's just like Sky's Now TV.
US viewers can try it for nothing with a 30-day free trial. After that, it will cost $10.99 a month, or $8.99 for Hulu subscribers.
Showtime is home to hit shows 'Dexter' and 'Homeland'. On Sunday it will premiere the new seasons of 'Ray Donovan' and 'Masters of Sex'.
All of these will be available via the Showtime streaming service, along with films, documentaries and live sports.
The service looks like a real contender to the HBO Now service, which launched earlier in the year.
At launch, HBO Now was only available on Apple devices, but will hit Android phones and tablets this summer. It will also support Chromecast, so you can stream it from your mobile device to your TV.
Let's hope both Showtime and HBO Now come to these shores soon.