First-round play at the US Open began on Sunday at the USTA Billie Jean King National Tennis Center in Queens and continues now on Monday.

If you don’t have cable or a TV antenna, you’ll need a live TV streaming service to stream matches from the US Open live for free. One option we love is DIRECTV, which comes with five days free and starts at $49.99/month, with plenty of subscription options and genre packs that includes ESPN, ESPN2, and ABC.

That may sound like a lot of fanfare, but ESPN’s new direct-to-consumer service has launched with much less of a circus than a media industry watcher might have expected one, three, even five years ago. That’s because ESPN is releasing a revolutionary new project that it doesn’t really want you to buy.