Verizon Communications is hoping that millennials will start flipping their mobile phones 90 degrees and streaming live and on-demand television.

The telecommunications company plans to announce this week the start of a free, ad-supported mobile streaming service called Go90, a reference to the behavior of rotating a phone to watch videos in landscape mode. Aimed at 18- to 34-year-olds, the service will be available to all users, regardless of whether or not they are Verizon customers.

“Seventy percent of this group view on mobile first; that’s an enormous opportunity,” said Marni M. Walden, president of product innovation and new business at Verizon.

Executives made a conscious decision not to include the word Verizon when choosing a name for the new service, in part to appeal to as broad an audience as possible. That is important as Verizon seeks to bolster its mobile ad business and deliver to advertisers big audiences that watch premium content. Go90 also could serve as a marketing tool to attract new customers to Verizon’s wireless service.