Streaming giant Netflix has said it will not make its films and TV shows available on Apple’s on-demand video platform, as competition in the sector begins to heat up.
Chief executive Reed Hastings told reporters in Hollywood the firm will not cooperate with Apple, which is expected to unveil a new video platform at an event next week.
“We prefer to let our customers watch our content on our service,” Hastings said, according to Reuters. “We have chosen not to integrate with their service.”
While little is known about Apple’s forthcoming service, it is thought the tech giant will focus on third-party content rather than its own productions.
Apple may resell subscriptions from CBS Corp, Viacom Inc and Lions Gate Entertainment Corp’s Starz, Reuters reported, citing sources familiar with the matter.
The mooted on-demand platform comes amid growing competition in the subscription video market. Disney and Warner Media are both planning to launch their own services in a move that could threaten Netflix’s dominance.
Hastings said Netflix’s biggest challenge is to “not get too distracted” by emerging rivals, and suggested the firm could learn from its new competitors.
“These are amazing, large, well-funded companies with very significant efforts,” he said. “They are going to do some great shows. I’m going to be envious. They’re going to come up with some great ideas. We’re going to want to borrow those.”