Word of Showtime’s web video service comes amid a number of plans for online streaming initiatives from cable operators like Comcast (NSDQ: CMCSA) and Time Warner (NYSE: TWX), and individual networks like HBO. So far, those efforts have been limited to a handful of shows. It’s not clear how extensive Showtime’s service would be. The cable net is said to be in negotiations with operators about developing the video effort.

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For example, in February, rival cable net HBO teamed with Cinemax to offer HBO GO at no additional cost to customers on Verizon Communications (NYSE: VZ) Inc.’s FiOS TV service. The growing popularity—and lucrative quality—of cable nets’ original programming is one of the factors driving the sudden rush to online. For example, Liberty Media’s Starz makes some of its shows available to Netflix (NSDQ: NFLX), which offers the cable channel’s content online as part of its monthly movie-rental subscription package.

Showtime, which has 18 million subs, has attracted viewers to its original dramas like Nurse Jackie and Weeds.