HBO, Apple announce standalone HBO streaming service

HBO and Apple have stepped into the growing market of direct subscription TV with the announcement of HBO Now, a new competitor for services such as Stan, Presto, Netflix and Amazon TV.

The standalone subscription will launch in April and give Apple users access to the premium channel's content, including popular shows such as Game of Thrones and True Detective.

HBO Now can be watched through web browsers, but shows can also be streamed through Apple TV.

The announcement was made at a special live Apple event in the US this morning that also saw the release of the Apple Watch and a new MacBook.

"All you need to get HBO Now is a broadband connection and an Apple device," HBO CEO Richard Plelper said.

An HBO Now subscription will cost US$14.99 ($10.43) a month.

Apple TV prices have also been cut to US$69 ($89.44).

HBO Now's exclusivity deal with Apple will last three months, CNN has reported.

In Australia the rates of illegal downloads for premium US shows such as Game of Thrones are among the highest in the world.

Services such as Stan, which includes US TV show Better Call Saul in its stable of programming, are already available in Australia, but the arrival of Netflix on March 24 and HBO Now in April will give consumers a greater range of choice.

Stan is a joint venture between Nine Entertainment Co and Fairfax Media.