Google Fiber is dropping its TV package to focus solely on providing high-speed internet service. It will still provide the service to existing customers who pay for it, but the company says “customers today just don’t need traditional TV” anymore when so many options are available online through over-the-top TV services and streaming platforms.

“As of today, Google Fiber will no longer offer a linear TV product to new customers. For our current TV customers, we know you have come to rely on Google Fiber TV and we will continue to provide you with traditional TV service,” the company said in a blog post. “And we’ll be happy to help everyone explore other options to get their favorite programming the way TV is watched now — over the Internet, with the virtually unlimited choice and control online viewing provides.”

Google says it is partnering with FuboTV, an over-the-top provider that specializes in sports programming. That way, new Fiber customers can sign up for Fubo alongside an internet subscription. Google says this is in addition to YouTube TV, its own pay-TV service that has some similar benefits to Fubo.

Google Fiber, which exists under the Access division of Google parent company Alphabet, is positioning this as a liberating choice for consumers to take control of their media-viewing destinies.

According to The Washington Post , “the cost of acquiring video content was ‘the single biggest impediment’ to Google Fiber’s wider rollout, a top Google Fiber executive, Milo Medin, told an audience in 2014. Compared with more established service providers, Medin said, Google was paying twice as much for video rights.”

There are other issues, too. Google Fiber was offering a TV option — specifically an IPTV option and not cable or satellite — particularly so it could entice more traditional double- and triple-play customers in the Midwest and other midsize American cities, where Google Fiber was focusing its efforts early on. But the company has struggled over the past five years to make inroads in those markets as the cost of deploying fiber internet was astronomical and the challenge of beating out incumbents like Comcast became increasingly costly.

In 2020, Google Fiber doesn’t quite need a TV service that it pays a fortune for, especially as it’s still working to make its internet service an attractive option for consumers and a financially sound one for its parent company.