Television networks such as HBO, Bell Media and more have introduced their own standalone streaming services through new branding, yet Showtime has decided to forego such theatrics to focus on what really matters: The content and cost. By embracing its existing brand for the new over-the-top service, Showtime maintains familiarity for consumers on various levels.
Beyond that, Showtime hopes to entice new subscribers through competitive pricing -- $11 versus HBO NOW's $15 -- as well as coinciding its launch with the premiere of two of its more popular shows, "Ray Donovan" and "Masters of Sex." Partnering up with Apple to work exclusively with their devices, Showtime will attract young cord cutters in an effort to stay relevant.
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