According to Reuters, AMC Networks is working on an ad-free streaming product for cable and satellite TV customers that would allow them to watch “The Walking Dead” and other popular programs ad-free for $5 to $7 a month. Talking to anonymous sources, Reuters reports the product is aimed at millennial TV subscribers.

Though the details are still being worked out, the idea is to offer the option as an add-on to monthly cable and satellite bills. This would appeal to cable and satellite TV providers who are already losing business to cord cutters and other subscribers to OTT services like Netflix and Hulu, but it would also provide an outlet for digital-only spinoff series.

Will millennials bite? AMC seems to think so. According to the Reuters article, despite declining viewership this season, “The Walking Dead” is the highest-rated show among adults 18 to 49 for the last five years. The question is can that one show reverse overall pay-TV viewing trends among millennials, making AMC’s gamble worth the risk?

In a May 2016 survey, Horowitz Research reports that 39 percent of millennials watch TV through traditional means (cable and satellite TV on DVR, live or video-on-demand) while 54 percent watch via online streaming and 7 percent watch programs on DVD. Those are a big drop from 2012 numbers where 75 percent of millennials watched TV through traditional means, 15 percent via online streaming and 10 percent via DVD. That’s a 36 percent decline in traditional TV viewing by millennials in a four-year period of time.

Chris Welch for The Verge reacted with an article on Friday titled “AMC has a truly terrible idea for a video streaming service,” with a subheading “a paid service for people already paying for cable.”

Insider Take:

Like Welch, we question the success of such a venture. If AMC wants to target millennials, but millennials are moving toward streaming video on demand in droves, why not tailor a product that meets them where they are? And for those who subscribe and pay for TV already, why would you want to pay another $5 to $7 a month to have an ad-free experience on one channel? Disclosure: I am not a millennial, but I am a cord cutter who gets her TV fix from Netflix, Hulu and Amazon Prime.

AMC would have to have some pretty amazing, exclusive content in terms of “digital-only spinoff shows” to make this even worth considering. Our hope is that AMC is testing the waters by leaking this information to see how it fares before going “all in” on what seems to be an idea destined to fail.