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Nickelodeon, famous for its ’90s reign over Gen-Y television, is diversifying their branding to reach out to the little ones of today with a stand-alone streaming service.

Just in time for the release of The SpongeBob Movie, the brand, which has been down on its luck in recent years, is letting audiences know they are certainly not out of the game. In a statement reported by the New York Times, chief Viacom exec Philippe Dauman explained, “We want to satisfy the demand that is coming from the viewers out there. They have an insatiable appetite for great content. They want to view that content on every device they own.”

The diversification of the branding is said to focus on mobile audiences — think HBO Go, but for the kiddies. Speaking of HBO, after CBS’ $5.99 All Access streaming and the new Sling TV service (which, notably, includes ESPN), Nickelodeon is now the latest major network to announce its plans to launch a standalone service this year, and so the burying of the bundle continues. No name, launch date, price, or ad campaign details have been released yet, but this raises the question as to how much our streaming costs will be adding up, especially if you enjoy watching Game of Thrones, watching sports, and have kids. Don’t forget about your Netflix subscription and Amazon Prime account, as well.

While the cost is certainly worth questioning, another thing to consider is the content. Will new shows launch within the service? Will today’s youth be able to watch what their parents, aunts, and uncles grew up with? Will timeless Nick Jr. content like Dora the Explorer and Bob the Builder be made available? More details to come from Viacom next month.

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