Pay TV network HBO has announced that it will launch a stand alone streaming video service that will allow viewers to watch the channel's programming without having to subscribe to a cable or satellite operator.

The move comes amid the huge online success of Netflix, which has more than 37 million subscribers. There have been rumors of a broadband-only service in the works for months, and HBO CEO Richard Plepler finally revealed it during parent company Time Warner's (TWX) investor meeting on Wednesday.

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The broadband service will allow HBO to expand to other countries, removing the U.S. restriction from their service. This will lower piracy rates of international favorites like Game of Thrones, currently the most pirated TV show in the world.

Plepler did not confirm any of the features coming to the HBO service, claiming the proprietary technology must be kept a secret. Some have speculated that the technology is perhaps a new video player, or encryption to make sure only registered viewers are able to watch the shows.

"We will go beyond the wall and launch a stand-alone over-the-top service with the potential to produce hundred of millions of dollars in revenue," Plepler said. "The international revenue possibilities could be just as large if not larger (with OTT). We have a huge opportunity in front of us. We will use all means at our disposal to go after it."

This is a big change for HBO, and it's somewhat surprising that Time Warner has decided to let them develop a service for those who don't have cable, considering that Time Warner is one of the largest cable operators in the U.S.

There is no word on when U.S. users will be able to subscribe to the new HBO service, or if international users will get the service as soon as it launches. HBO is still keeping a lot under wraps, but might launch the service alongside the start of the next season of Game of Thrones.

TagsHBO, Subscription service, Streaming Video, time warner, Game of Thrones