There’s a reasonable amount of logic in the idea that YouTube’s dominance will only be challenged by video apps which understand a field of culture better than anyone else.

That’s what Viacom will be hoping after announcing the launch of BET Play – its first ever subscription video on demand platform – for $3.99 a month across 100 countries.

BET dubs itself “the dominant African-American consumer brand”, providing music, news, entertainment and public affairs programming across the United States, Canada, the Caribbean, the United Kingdom and sub-Saharan Africa – as well as music-themed events.

The BET Play app is now available on iOS and Android stores and – get this, music business – offers consumers a seven day free trial.