Showtime to launch July 12 on Apple TV for $11 per month, no cable subscription needed

The cracks are continuing to grow in the longtime distribution arrangement between video rights holders and cable companies.

Showtime said Wednesday its stand-alone video app will be offered on iPhone, iPad, iPod touch, and Apple TV. The service can be accessed anywhere in the U.S. for $10.99 per month, Showtime said.

The new stand-alone service will be called, simply, “Showtime.” The launch of Showtime on Apple TV will coincide with the new season premieres of the series Ray Donovan and Masters of Sex on Sunday, July 12 starting at 9 p.m. Eastern, Showtime said.

Showtime is the second major cable network to announce a stand-alone service (no proof of cable contract required) on Apple TV. HBO Now was the first.

HBO Now recently said its stand-alone service would be available on Google Play and Chromecast, and Showtime will probably arrive on that platform shortly. Showtime said it will be announcing additional platforms and providers soon.