Comcast-owned NBCUniversal today announced a 2020 launch of a new, advertiser-supported streaming service, relying on content libraries and distribution platforms from America’s NBCUniversal and Europe’s Sky.

In a press release about the new venture, NBCUniversal claims the service will reach over 90 million U.S. households and will include “some of the world’s most popular television and film franchises, including homegrown original programming as well as content from outside partners.”

The new service is a rare reminder that the cable industry’s “TV Everywhere” project — offering streamed and on-demand content to “authenticated pay television customers” is still alive and kicking. NBCUniversal plans to offer the service to consumers for free, as long as they can prove they have an active cable or satellite TV subscription. Comcast and Sky will be the first to debut the service to their combined 52 million subscribers, with other providers likely to offer the service sometime later. Cord cutters will be able to purchase a subscription to the service, and a paid, ad-free option will also be available.

TV Everywhere, the cable industry’s effort to make on-demand content available for little or no charge, as long as you are an “authenticated pay-TV customer.”

NBCUniversal also announced an executive shuffle to reposition itself for the streaming venture. With Comcast’s 2018 acquisition of Sky, Europe’s largest satellite television provider, the yet-to-be-named streaming venture will draw talent from both sides of the Atlantic. Programming is expected to rely heavily on both NBCUniversal-owned content and a growing library of original shows and movies produced by Sky. European audiences will see more American programming and Americans will have greater access to popular Sky content, particularly from the United Kingdom and Ireland.

The new streaming service represents an acknowledgment that traditional live, linear television is becoming less important as viewers increasingly shift towards on-demand viewing. NBCUniversal itself has recognized a trend away from live niche programming, and has closed down some of its lower-rated cable networks, including Cloo and Esquire. Original content on some lesser-known basic cable networks often amounts to little more than an hour or two a day, with the rest of the schedule populated with program length commercials or reruns of older network shows. Since NBCUniversal has a deep library of both original and older programming, it can offer viewers on-demand access to new shows and old favorites, attracting younger audiences.

“People are watching premium content more than ever, but they want more flexibility and value,” said NBCUniversal CEO Steve Burke. “NBCUniversal is perfectly positioned to offer a variety of choices, due to our deep relationships with advertisers and distribution partners, as well as our data-targeting capabilities. Advertising continues to be a major part of the entertainment ecosystem and we believe that a streaming service, with limited and personalized ads, will provide a great consumer experience.”

For now, Comcast/NBCUniversal will retain a 30% ownership in the Hulu venture.