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Showtime’s standalone streaming service is now live in the U.S.

Premium U.S. cable network Showtime has officially launched its cord-cutting streaming service ahead of some big season premieres this weekend.

The standalone service, which does not require a cable subscription, can now be viewed on iPhone, iPad and Apple TV as well as Roku set-top boxes and televisions in the States.

The service simply Christened “Showtime” will also be available on PlayStation consoles and within the Hulu platform in the near future.

The company had pledged to roll out its game-changing offering before the season premieres of Ray Donovan and Masters of Sex on Sunday July 12, but hadn’t confirmed a launch date until today.

The streaming service is now offering a 30-day trial to users through its website (via Engadget) The monthly rate following the trial will be $10.99, while those Hulu subscribers signing up will get it for $8.99.

As well as live and on-demand content from current shows, Showtime subscribers will get full access to archive content like Dexter and Homeland. There’ll be some movies, documentaries and live sports available too.

Read more: Amazon Fire TV vs Roku 3

The service arrives as a rival to the HBO Now platform, which arrived earlier this year to free the network from the shackles of cable and satellite subscriptions.

That launch appears to be having a domino effect, with Showtime joining the list of options for viewers seeking a la carte, no contract routes to their favourite TV content.

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