U.S. wireless giant AT&T announced on Wednesday, Nov. 30, the official debut of a new streaming television service, DirecTV Now.

AT&T is making the service bigger giving customers a new option to stream TV. AT&T is making its new service available on both iOS devices and the Apple TV through a dedicated mobile app.

According to a BGR report, the new service will also allow customers to stream live programming on smartphones and other mobile devices, a kind of service which is already being offered by cable TV companies. However, what sets the new AT&T service apart is that there's no need to install a cable box.

The new DirecTV Now mobile app, which goes live on iOS and Apple TV App Store today, will allow subscribers to get live streams and bundles of movies on-demand for fraction of the cost of a cable subscription.

According to Apple Insider, the new streaming service will be made available starting Nov. 30, and will offer customers a great chance to sign up for four different subscription options:

• Live a Little - 60+ channels at $35 per month
• Just Right- 80+ channels at $50 per month
• Go Big- 100+ channels at $60 per month
• Gotta Have It- 120+ channels at $70 per month

Additionally, customers can also add premium channels like Cinemax or HBO for as low as $5 each.

Some of the popular channels will be made available to DirecTV Now subscribers will include Animal Planet, CNBC, CNN, Discovery Channel, ESPN, Food Network, MTV, Nickelodeon, the USA Network and much more.

AT&T is also giving away free Apple TV set-top box to customers who purchase a three months of pre-paid DirecTV Now service, while customers who take a one-month subscription will receive a free Amazon Fire TV stick. For every purchase of 2016 LeEco TV, AT&T is offering a whole year of DirecTV Now service.

The new service supports a wide variety of web-enabled devices including Apple TV, Apple iPhone and iPad, Amazon Fire TV and Fire TV Stick, Android-powered devices, Google Chromecast and Google Cast-enabled LeEco TV and VIZIO SmartCast.

Customers can also access the various TV programming via Safari, Chrome and Internet Explorer browsers.

In addition to the DirecTV Now, AT&T also offering two additional video streaming services. Fullscreen is an on-demand streaming service that offers select channels at a price of $5.99 per month, while FreeView is an ad-supported service that allows customers to watch exclusive TV contents without taking a monthly subscription.