WarnerMedia has announced plans to launch its own direct to consumer streaming service by the end of next year.
The company, which includes HBO, Turner and Warner Bros, is looking at the streamer to be a direct competitor to the likes of Netflix, Amazon Prime and Disney's forthcoming service, which is also due to launch in late 2019.
The product will build on the success of HBO Now, which streams live and on-demand HBO programming through apps and smart TVs.
"Our service will start with HBO and the genre defining programming that viewers crave. On top of that we will package content from Turner and Warner Bros. with their deep brand connections that touch both diverse interests and mass audiences," WarnerMedia CEO John Stankey is reported to have said in an internal memo.
"While going direct-to-consumer gives us an additional opportunity to reach audiences that aren't part of a traditional subscription service, our wholesale relationships will continue to be an important distribution channel," Stankey said. "So, it will be a priority to work with our partners to deliver a compelling and competitive product that will complement our wholesale distribution, allowing us to reach the largest number of viewers."