Roku (ROKU) plans to add premium subscriptions to content providers including CBS’s (CBS) Showtime and Starz from Lionsgate (LGF.A, LGF.B) to its Roku Channel service, the company said on Wednesday.
The subscriptions can be accessed with a free trial and then managed with a single bill, the streaming service said in a statement. Availability of the premium offerings will begin rolling out to select devices later this month, with expansion early this year.
An update of the Roku mobile app will also allow users with Apple’s (AAPL) iOS and Alphabet’s (GOOGL) Android operating systems to watch content from the Roku Channel, without one of its own devices.
“We’re focused on making it easy to find great entertainment of all types on the platform and adding premium subscriptions is a natural evolution for the Roku Channel,” Rob Holmes, vice president of programming and engagement at Roku, said in the statement.
Shares were up 1.4% on Wednesday.
Roku’s adding services as a growing number of content providers look to get their offerings into more homes and on more devices. Last year, reports emerged that Apple is planning its own streaming television service to rival Netflix (NFLX), and Walt Disney (DIS) is also expected to start its own streaming service this year.
The more than 25 providers of premium subscriptions come alongside the free, ad-supported movies and television shows that are already available on the Roku Channel, the company said.