In addition to coming to Apple TV, a new Showtime app that does not require a cable login is also hitting the iOS App Store. The app is not live yet, although it should rollout soon. The same $11/mo charge applies to it, as well. HBOâ€™s standalone service costs $14.99, for comparisonâ€™s sake.
FYI, for Hulu subscribers SHOWTIME can be added for an additional US$8.99. Content aggregation and streaming services like Hulu seem poised to be the next generation of ‘cable’.