Comcast may be ready by the end of 2017 to launch a streaming service priced at $15 a month and aimed at cord cutters. TechCrunch reports that “Xfinity Instant TV” would work without a set-top box and would challenge rivals including Dish’s Sling TV, PlayStation Vue, Hulu Live TV, AT&T’s DirecTV Now and YouTube TV.

Company executives talked about the service this week during an earnings call. The service would include local broadcast channels, at least one premium channel, and a cloud DVR, the report notes, with subscribers having the option to add various bundles for an additional fee.

“The service is largely a rebranding of Comcast’s existing Stream service, which already [is] available in select U.S. markets,” the story reports. “Comcast execs now are saying the cost for Xfinity Instant TV is still in flux, noting that various price points are still being tested. They again confirmed that Instant TV would only be sold where Comcast has an existing cable TV footprint.”