YouTube is getting into the third-party streaming subscription game, launching Primetime Channels, a hub where consumers can sign up for Showtime, Starz, Paramount+ and more than 30 other services.

The initiative is starting in the U.S., the company confirmed in a blog post. Visitors to YouTube can access Primetime Channels via the Movies & TV area of YouTube. NBA League Pass and other services are coming soon, the blog post indicated. While there has been a bit of consolidation in the past couple of years, most estimates peg the total number of subscription streaming services in the U.S. at more than 300.

Apple, Amazon, Roku and other streaming gateways have long been key stakeholders in the subscription game, as has YouTube parent Google via its Android store. For YouTube, the entry into channel vending accentuates a pivot it has been executing, away from original programming and toward its traditional strength in distribution and creator-driven content.