AT&T has bolstered its multi-play strategy with the launch of several new content streaming services.

Tailored to serve users operating almost any internet-connected device on practically all bandwidths, AT&T says its new service is designed to deliver premium content formats in an affordable way.

The service will launch in three flavours across the DIRECTV brand: “Now”, “Mobile”, and “Preview”, ranging from premium services for the former to freemium, sponsored-supported access for the latter.

“Now” features on-demand and live scheduled programming with premium add-ons, available across any wired or wireless, compatible internet device. As suggested by its title, “Mobile” is the smartphone-only option consisting of premium video and made-for-digital content available through dedicated applications. “Preview” content, meanwhile, is more limited but completely ad-supported.

Sponsored, advertisement-based access to data services is a growing trend for telecoms operators as they adjust to more tailored yet diverse content offers. 29% of operators who responded to the Telecoms.com Intelligence Annual Industry Survey this year said sponsored data services paid for by content providers or advertisers will be launched in 2016.

CEO of AT&T’s Entertainment group, John Stankey said the new service launch is a response to consumer demand for simplified content streaming at a more transparent price-point.

“These new video subscription models reflect the flexible content choices, viewing options and simple, transparent pricing that consumers want. AT&T intends to be the first company to deliver that flexibility, along with an effortless customer experience,” said John Stankey, CEO – AT&T Entertainment Group. “These offers will provide a broad range of customers with greater freedom and choice to watch, binge and even buy premium content, regardless of how and where they enjoy their entertainment.”

The announcements indicates a further shift towards mobile or alternative video consumption, as AT&T says the new service will come without the need for set-top boxes, satellite dishes, and most significantly, without contacts.