The new over-the-top (OTT) streaming service DirecTV Now, which has its launch event today in New York City, will offer more than 100 channels with service starting at $35 a month, according to reports. The exact details on packages and incentives for consumers to sign up haven’t been revealed, but more information is expected this afternoon.

Research firm informitv points out that the price point of the AT&T-owned service is aggressive compared to most TV packages, although it is higher than the entry level cost for the cheapest Sling TV package, and considerably more than standalone services like Netflix.

The DirecTV Now service will support the fourth generation Apple TV box, Amazon Fire TV box, Google Cast platforms, web browsers, and Apple and Android smartphones and tablets, informitv reports. The research firm notes a free DirecTV Preview service will be offered as well as a DirecTV Mobile app.

The services will be supported by Quickplay Media, which provides the AT&T U-verse TV Everywhere offering. AT&T completed the acquisition of Quickplay at the end of June.

And what about the threat of AT&T losing some of its current DirecTV and U-verse subscriber base to the new OTT offering? Rather than undermining its satellite proposition, informitv states, AT&T seems more interested in appealing to those that do not have pay TV and dissatisfied subscribers of competing services. There are around 120 million TV households in the United States and around 15 percent of them do not have pay TV, the research firm notes.

“The majority of American homes will probably continue to pay for television, one way or another, much as they have done for decades,” informitv says in a research note. “DirecTV Now will simply offer a more flexible option, for those that do not want to or are unable to commit to a satellite dish or a cable contract.”