Showtime's new cord-cutter channel launches on Apple TV with 30-day free trial

After the trial ends, Showtime will run subscribers $10.99 per month. The new Showtime streaming channel is available automatically on all second- and third-generation "hockey puck" Apple TV units.

Showtime's streaming-only launch also arrives ahead of the premiere of the third season of "Ray Donovan," starring Liev Schreiber and Jon Voight, which will air this Sunday at 9 p.m. Eastern. It will be followed by the third season premiere of "Masters of Sex," starring Michael Sheen and Lizzy Caplan, at 10 p.m.

Showtime's new streaming service operates largely the same as HBO Now, which debuted exclusively on the Apple TV in April before making its way to other platforms. But Showtime also undercuts HBO Now's $14.99-per-month price point.

The CBS-owned Showtime first announced last month that it would offer standalone, cable-free subscriptions. It was originally expected to launch July 12, making Tuesday's debut a few days early.

Like HBO, Showtime is known for a combination of original programming and an extensive movie library. Among the channel's most well-known efforts are the thriller "Homeland," crime dramas "Dexter" and "Weeds," and other shows like "Californication" and "United States of Tara."