JustWatch, a company known for guiding users through the vast ocean of streaming services with its extensive guide, is setting sail in the streaming waters itself. On Tuesday, the company launched JustWatch TV, a new streaming service that offers both free and paid tiers, complete with a movie rental store.

The launch is the result of JustWatch's plans to expand its reach and grow its audience data. With 30 content partners on board, including Cineverse, LEONINE Studios, and Altitude, the service aims to provide a diverse selection of content for viewers across 12 markets, including the U.S., U.K., and Germany. The free tier will offer ad-supported titles, while the paid version, JustWatch TV Plus, will provide over 300 ad-free titles, advanced filters, and other exclusive features.

At the heart of JustWatch's strategy is the belief that by running its own service, it can better understand and serve its audience. 'It is a great moment to be a hub for all things entertainment,' says Quentin Carbonell, SVP of Global Content Acquisitions and Strategy. 'We can grow our already massive audience while continuing to direct them to all our streaming partners.'

The move towards streaming marks a significant change for JustWatch, which has long been a go-to tool for navigating the ever-shifting landscape of streaming services. With its free tier competing with other free streamers like Tubi and Plex, and its paid version targeting low-cost streamers like Roku, JustWatch TV aims to carve out its own niche in the crowded market.

While JustWatch's content lineup focuses on older movies and indie content, it also promises to be more than just a passive service. Users will have the ability to request titles, influencing the service's content and contributing to the growing library.