HBO’s stand-alone streaming service HBO Now launched this morning on Apple products, prompting the Los Angeles Times to lead its report with: “The long-anticipated unbundling of cable TV packages has begun.”
The HBO service also launched on Cablevision’s Optimum Online service.
The HBO service goes for $14.99 a month, with the first month free for those who sign up in April. The service’s 2,000 titles include HBO mainstays such as “Game of Thrones” and “Girls.”
The launch marks the first time HBO programming is being offered directly to consumers without a pay-TV package, the report notes.
“HBO Now is aimed at attracting customers who do not currently subscribe to a pay-TV bundle but have high-speed Internet service,” the Times notes, adding that about 10 million U.S. homes fall into that category.