Fox Corp. will launch its direct-to-consumer streaming service, Fox One, on Aug. 21, ahead of the NFL season. The service will cost $19.99 per month, with pay TV subscribers getting free access. Fox One will feature live sports like NFL and MLB, as well as news from Fox News and Fox Business.

Fox airs NFL games on Sundays during the regular season, starting on September 4. The streaming service won’t have exclusive content and will focus on overhead costs. The company aims for modest subscriber expectations. Fox has been slower to enter the streaming market compared to competitors.

Fox’s portfolio consists mainly of sports and news content since selling its entertainment assets to Disney in 2019. The company plans to bundle Fox One with other streaming services carefully to avoid further damaging the pay TV ecosystem. Murdoch emphasized targeting a specific audience while making content convenient.

Earlier this year, Murdoch announced Fox’s plans to launch its own streaming service after dropping the joint venture with Venu. Disney will also introduce a full-service ESPN direct-to-consumer product this fall, costing $29.99 a month. Fox reported a 6% increase in total revenue for the most recent quarter, with advertising revenue up 7%.

Read more at CNBC: Fox One streaming service to launch on August 21 for $19.99 per month