Fox is launching a new streaming service, while also trying not to cannibalize its large cable audience.

The company is launching Fox One Thursday, which will bring the company’s live news programming, sports and entertainment together in one streaming app. In October, it will also offer Fox One consumers the option to bundle with ESPN’s new direct-to-consumer app, which also launches Thursday. 

Fox One is launching at a price of $19.99 a month, or $39.99 for the bundle with the new ESPN streaming app, which will launch Oct. 2. Cable and pay TV subscribers can also authenticate into the app. Subscribers can also add in Fox Nation, Fox’s existing streaming service that includes original shows from Fox News hosts, docuseries and more, and documentary-style programs featuring Fox News personalities for an extra fee.

But as for who exactly that non-cable audience is for Fox’s new streamer? They’re not sure yet. 

“We know there’s an appetite out there for cord cutters and cord nevers for our news products,” Pete Distad, CEO of Fox One, said in a media presentation last week, pointing to the high viewership of news content on YouTube and elsewhere. 

“We’ve got a bunch of hypotheses on what the overlap will be with all the bundling that’s occurring out there in the market,” Distad said of sports fans, adding they don’t know the exact numbers the streamer will hit.

Distad did point to Fox’s CEO Lachlan Murdoch’s goal of reaching single to mid-single digit millions on the streaming service over the next few years, adding that he’s hopeful Fox One will hit those numbers more quickly. The greater focus, however, will be on making the streamer profitable and leveraging the content they already have. 

“We’re not going to go out and spend billions of dollars on digital programming specifically for this platform. We already spend billions of dollars on programming for our ecosystem which includes cable, broadcast, digital. We’re just extending that now,” Distad said. 

To better cater to whatever audience it does draw, Fox One is launching with personalized homepages that display the type of content the subscriber is most interested in, after an on-boarding process and interactions with the platform. For sports fans, that includes live scores on the home page and the option to catch up on important games with highlights up to that point, or to rewatch the full game, a condensed version of the game or a quick recap. 

Live content, which is the main focus of the streamer, will be front and center on the homepage and sorted based on the interest of the subscriber.

On mobile, the app is also leaning into short-form content and running all of its content through a video content intelligence layer to create shorts across all genres.

The streamer will also have podcasts at launch. Fox is working with Red Seat Ventures, the podcasting studio it acquired in February, to identify specific shows to feature. 

The launch of the streaming platform comes after the failed launch of Venu, the sports-focused streaming service founded by Disney, Warner Bros. Discovery and Fox that dissolved in January after legal threats from competitors. 

With whatever upside it brings, Murdoch noted at an investor conference in March, the goal is not to eat into the company’s cable revenue. 

“We think the traditional cable bundle has been the greatest value and service to consumers in this country, and it continues to be a critical and important part of our revenue makeup and how we distribute, how we get our content in front of all of our viewers,” Murdoch said. “Having said that, as you know, more and more people are outside of the bundle.”

Disney has been walking a similar line with the launch of its new ESPN app, which is also aimed at its non-cable audience. The company is also pushing consumers toward a bundled option with Hulu and Disney+ and offering the option to view content within Disney+ or on the separate app. 

“If they choose to be reached through the ESPN app, great. If they choose to be reached through the Disney+ Hulu app, great. If they choose to be reached through cable, great,” Hugh Johnston, Disney’s CFO said about consumers in the company’s recent earnings call.