Fox Corp. will launch its direct-to-consumer streaming service later this year ahead of the National Football League season.

Fox CEO Lachlan Murdoch announced the name and time of the company's upcoming streaming in a quarterly earnings call on Monday. The exact release date and pricing will be announced in the coming months.

Although Murdoch did not provide specific details about the pricing, he said that on Monday's call, this would be consistent with so-called wholesale pricing, meaning it is similar to the channel cost of pay TV publishers. Cable TV subscribers will not have to pay extra fees to access the service, Murdoch said.

"Pricing will be healthy, not discounted prices," he said.

"If we attract more connected subscribers, it would be our failure...we don't want to lose traditional cable users to Fox One," Murdoch said, adding that the company is doing everything it can to avoid more subscribers from escaping the cable bundle.

Murdoch said Fox plans to offer the app as a bundle with other distributors and services. He added that many other streamers have been tied to Fox and said the company “will move forward with many of these relationships.”

On Monday, Fox reported revenue in the third quarter was $4.37 billion, a 27% increase from the same period last year.

Fox's finances were canceled by Super Bowl, which aired on the company's broadcast network and in the most recent quarter, Tubi's free, ad-supported service. Some of Super Bowl 59's ads attracted about 128 million viewers and cost $8 million. Fox reported an ad revenue increased by 65% ​​this quarter.

The media company, known for its cable channel Fox News and its sports products on radio and cable, has been in the streaming range compared to its peers. Although the company owns the Fox Nation Streaming app and Tubi, it hasn't offered everything in a direct-to-consumer product yet.

Murdoch is reminding investors in February that plans to provide streaming services by the end of this year.

The decision was shortly after Fox, along with Warner Bros. Discovery and Disney, abandoned its efforts to launch Venu, a joint venture sports streaming app. Fox is the only one among its partners who has no subscription streaming apps already on the market.

Warner Bros. Discovery offers live sports content on the Ribbon Max.

Disney's ESPN has its ESPN+ app and is developing a new flagship streaming app that will reflect content on its cable network. The company will release more details on the app this week. CNBC reported last week that ESPN plans to name the app Simply ESPN.