HBO Now got a mention at this year's Google I/O. After ending Apple's period of exclusive access, the service will soon run on Android phones, tablets, and Android TV.

Now Showtime is ready to follow in its competitor's footsteps. Today it announced that it's launching a similar service, and it will also begin with a period of Apple exclusivity. Starting in early July, customers will have the option to stream to their iPhones, iPods, iPads, and Apple TV for $10.99 a month.

Why are we covering this now? Well, Showtime says that it will announce additional platforms soon. So, chances are we'll get it eventually. Then we too can keep up with Homeland and Masters of Sex without having to fork over the money for a cable subscription.