MobiTV now counts more than 50 U.S. pay TV providers as customers for its app-based Connect platform, which eliminates the need for set-top boxes, the company announced this week.

MobiTV said taken together, these customers provide TV services to 1 million total subscribers nationwide. Operators using the managed platform include All West communications, Arvig, ATMC (Atlantic Telephone Membership Corporation), Dalton Utilities/OptiLink, Elevate Fiber, Fidelity Communications, Greenlight Community Broadband, MetroNet, Nex-Tech, Nortex Communications, RiverStreet Networks, and USA Communications.

The company has signed on a host of independent operators since inking an agreement with the National Cable Television Cooperative (NCTC) last year that gave the vendor the greenlight to reach deals with the group’s members based on pre-negotiated terms.

MobiTV previously announced agreements with NCTC members Citizens Fiber and C Spire.   

“It is becoming apparent that app-based TV is the future for delivering pay services. In a world where video is growing increasingly competitive from OTT offerings, operators must reduce the expense and overhead associated with pay TV,” said Charlie Nooney, CEO and Chairman of MobiTV, in a statement. “Given that we are a software-based solution that provides both in-network and managed service options, we provide a level playing field for operators in terms of cost and, equally important, we allow them to take a leadership role in the user experience.”

The platform, which includes on-demand, live TV, catch-up TV, network DVR and recommendations, can be deployed within 90 days, according to the company.