New York (CNN Business) Rising content costs and fewer customers are forcing Sony to eliminate its live TV service.

PlayStation Vue will shut down on January 30, after four years of existence. In a blog post, Sony blamed the "highly competitive pay TV industry, with expensive content and network deals," and said it would rather focus on its core gaming business.

Roku ROKU Amazon AMZN Apple AAPL The live TV service was available as an internet-connected app for a number of devices, includingFire TV,TV and Sony's own PlayStation consoles. The cheapest package for a few dozen channels and a DVR began at $49.99 per month.

Hulu with live TV, Sony launched Vue in 2015 along with a wave of other cord-cutter bundles offering live tv service as customers searched for cheaper alternatives to cable or satellite. For example, Dish Network's Sling Google's YouTube TV and AT&T's formerly named DirecTV Now (now known as AT&T TV Now) all began within two years of each other.

But Sony's service never caught on. Research firm eMarketer most recently estimated that Vue had 800,000 subscribers. The most popular service with live TV is Sling, with 2.4 million subscribers.

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