AMC Networks has begun rolling out an ad-supported version of its flagship AMC+ streaming service. Initial availability will be on AMC’s own direct-to-consumer platform and apps, with third-party platforms and channel providers added in the coming weeks. Priced at $4.99 per month, the ad-supported tier includes less than five-minutes per hour of sponsored messages and the same content that comes with the $8.99 per month ad-free plan (or $83.88 annually). Chief Commercial Officer Kim Kelleher says the new product offering is “bringing ads to the only piece of our distribution ecosystem that wasn’t already ad-supported.”

The move allows AMC Networks “to offer marketers new and innovative ways to reach consumers, like interactive and shoppable ads, more flexibility in product integrations, whole genre takeovers and other tech-enabled enhancements that weren’t possible before,” Kelleher said in the company’s press release.

“Now, with our linear networks, strong and growing presence on CTV and FAST platforms and ad-supported AMC+, our advertising partners can fully leverage the reach and appeal of our high-quality shows and connect with viewers wherever and however they choose to watch,” Kelleher added.

“As part of the AMC+ bundle, ad-supported subscribers will also have full access to streaming services Shudder, Sundance Now and IFC Films Unlimited as well as the AMC, BBC America, IFC and Sundance TV linear networks,” Variety writes.

AMC+ launched in 2020 and “has quickly become the largest streaming outlet in the company fold,” according to Deadline, which points out that “with 11 million subscribers across more than a half-dozen targeted services, AMC Networks is playing a different game than its larger media rivals.”

Last month, CEO Kristin Dolan told Wall Street analysts the company has “a different sort of economic structure with our services that are more targeted towards specific genres and specific types of subscribers. We don’t try to be something for everyone.”