YouTube has launched a TV subscription service in the US promising a new digital generation of customers that can watch “what they want, when they want and how they want”.

The Google-owned company said the $35 a month live YouTube TV service would begin this Spring on smart TVs and mobile devices carrying over 40 channels including huge networks such as ABC, Fox and ESPN.

It includes live and recorded content ranging from TV shows, movies to sport and comes with no contract meaning users can cancel when they want.

However, major channels such as HBO, CNN and AMC, home of the Walking Dead series, are not included.

The mobile app will feature three sections called live, library and home allowing subscribers to tap the screen to watch programmes straight away or record for later.

It will include an unlimited “cloud DVR” allowing customers to record programmes without worrying about running out of storage.

YouTube added that this would not use up data or space on a mobile, with recordings stored for nine months.

It works on both Android and Ios and can be streamed to TV with a Google Chromecast or Chromecast built-in TV.

There are no plans to extend the service outside of the US.

“It’s live TV designed for the YouTube generation,” said Christian Oestlien, Product Management Director at YouTube.

“There are a lot of limitations in how to watch TV today. People can’t watch TV when they want, on any screen and on their terms without commitments.

“Consumers have made it clear that they want live TV without all the hassle. They tell us they want TV to be more like YouTube.”

The group said every membership comes with six accounts each with their own unique recommendations and personal DVR.

Users will be able to watch up to three concurrent streams at one time.

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