In the war between traditional cable companies and cord-cutters, the Internet just struck another decisive blow. YouTube is working on its own online television service called Unplugged, Bloomberg reports. The subscription service, which has been in the works since 2012, will reportedly offer customers a bundle of television channels to stream, including premium content, generating more revenue for the company. Sources say media companies like CBS, 21st Century Fox, Viacom, and NBCUniversal are in discussions with Youtube, but haven’t signed away their rights for their programming.

This is YouTube’s second foray into paid subscription services. Last year, the video-sharing Web site debuted YouTube Red, a video service that lets users stream YouTube videos ad-free across different devices, featuring original programming from YouTube’s biggest stars, for $9.99 a month. Unplugged, which could launch as soon as 2017, would reportedly run as a deal with Red and would cost less than $35 a month.

Unplugged isn’t the only video-streaming service disrupting the cable-TV industry. So-called “skinny bundles” are becoming a popular alternative for users who want to watch cable programming, but don’t want to pay for expansive, pricey packages that often include dozens of additional channels that few people watch. In 2015, Dish launched Sling TV, a low-cost, live-cable streaming service, which now has at least 400,000 subscribers. The PlayStation Vue is the game-console maker’s answer to cord-cutting.

Hulu, which originally took aim at the traditional TV model by allowing users to watch network and cable shows after they aired, is going further, too. Just this week, The Wall Street Journal reported that Hulu is launching a new streaming cable service that would let customers watch live streams from traditional broadcast and cable networks like Fox, ABC, ESPN, and the Disney Channel. Analysts expect the service would cost about $40 a month—about the same as Unplugged—which is about four times the cost of a standard Hulu subscription, but far less than monthly cable bills that easily run upward of $100. For cord-cutters, it’s a brave new world.