Starz arrives on iOS, Apple TV as standalone service with $8.99 price tag

The Starz offering also includes sister networks Starz Encore and Movieplex, bringing more content in addition to the network's stable of in-house shows like Outlander. The $8.99 monthly fee slightly undercuts competitors including HBO and Showtime, though it's not clear whether consumers in this market are price conscious or are simply looking for the best content.

"Starz has entered the market today with an enormous value proposition for consumers," company CEO Chris Albrecht said in a release. "Our programing [sic] will now be more widely available to the 20 million broadband only homes of cord nevers, cord cutters and cord shavers, including Millennials and other underserved consumers who need other viable subscription service options."

Consumers who already pay for Starz through their cable or satellite provider can authenticate that subscription in the app to access its on-demand features without an additional fee.

Like HBO and Showtime, which arrived on the Apple TV late last year, Starz will debut with support for Siri universal search. Fourth-generation Apple TV owners in supported countries will see Starz results alongside those of iTunes and other subscription services.

At press time, the Starz app was still in the process of rolling out but will be available on the iOS and Apple TV App Stores today.