Verizon is officially ending its Go90 video platform after nearly three years.

Variety reports that the carrier will shut down the service, which had already been consolidated into its media subsidiary Oath, on July 31.

“Verizon will focus on building its digital-first brands at scale in sports, finance, news and entertainment for today’s mobile consumers and tomorrow’s 5G applications,” a spokesman for the carrier said in a statement to Variety.

Oath CEO Tim Armstrong told a conference in February that Go90’s exclusive content would be redistributed to the subsidiary’s other properties and hinted the brand itself was likely to go away.

Go90 launched with great fanfare as a free, ad-supported app in the fall of 2015 but struggled to build an audience amid numerous strategy shifts and huge investments in content and technology.

Verizon officials said earlier in the year that the carrier would focus on digital distribution — namely its live sports programming — rather than owning content outright.

A January report, meanwhile, indicated that Verizon was developing a separate over-the-top video platform that would package content into news, sports and entertainment “channels.”