ITsART, an innovative streaming platform dubbed the ‘Netflix of Italian Culture,’ was rolled out across 26 European countries on Tuesday, with plans to expand into the U.S. and China next year.

Commissioned by Italy’s culture ministry, ITsART is an ad-supported and transactional-VOD service touted as the first streamer of its kind globally. It currently provides access to more than 1,250 live and on-demand events and shows, ranging from virtual monuments and museum tours, to opera, pop music, dance, theater and movies. Some are licensed exclusively, all are on a revenue-sharing basis.