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Showtime’s streaming video app costs $11 a month, and lands in July

The cast of "Homeland." (CBS / Showtime)

"Homeland" fans, you're in luck: Beginning in July, Showtime will begin rolling out its own online streaming app, similar to the kind that HBO debuted in April with HBO Now.

Access to Showtime's content will cost $10.99 a month through the app, which is less than the $15 monthly fee charged by HBO. Showtime's service will launch on the Apple TV first, landing in time for the season premieres of "Masters of Sex" and "Ray Donovan" on July 12.

It was probably only a matter of time before this happened. Premium content companies are increasingly moving to Internet-based distribution channels as more Americans, fed up with their cable companies, embrace cord-cutting. And Showtime's parent company, CBS, has already introduced a streaming app of its own, CBS All Access.