Showtime’s Over the Top endgame: CEO

Showtime's 'cord-cutting' future: CEO

Showtime Networks is eyeing an untapped market for its latest over-the-top video streaming service, Chairman and CEO Matthew Blank said Thursday.

"There are 10-to-12 million broadband subscribers that don't take video services, and they should be a terrific target for us, especially starting out," Blank said on CNBC's "Squawk Box."

Blank made his remarks a day after the company said it will launch its standalone streaming service on Apple devices next month. The service will cost users $10.99 a month, $4 lower than Time Warner's HBO Now.

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The launch of standalone streaming services—those not requiring a cable contract—follows years of falling TV viewership as people switch to services provided by companies such as Netflix and

Showtime is offering a 30-day free trial for its standalone service for those signing up through Apple in July. It said other platforms and providers will be announced later.

—Reuters contributed to this report.

Showtime gets its own streaming service