HBO have joined the realm of streaming services by announcing their own exclusive service that will change their relationship in the US with major cable providers.
HBO Now is set to launch in April, and will be available for $14.99 (£9.90) a month, and will go up against other subscription streaming services such as Amazon Prime and Netflix.
The fear is for cable TV providers is that customers will begin to switch providers and cancel their subscriptions now they are able to access places like HBO online. Currently, HBO does have a streaming service, HBO Go, but that is only available for customers with an existing cable subscription.
Disappointingly, the HBO Now service has no plans for a roll out internationally, with Sky owning the rights for HBO programming through their Sky Atlantic channel.
HBO has enjoyed huge success over the last few years, with shows such as Game of Thrones, True Detective, The Newsroom, Girls and Boardwalk Empire becoming worldwide successes.