Apple is the latest big name set to vie for a slice of the streaming TV pie.
A report in the Wall Street Journal suggests the company's in talks with "veteran producers" to purchase the rights to a number of TV shows.
And that's not all... original movies are also being considered.
In a sign the tech giant is serious, it recently bought the rights for its own episodes of James Corden's wildly popular Carpool Karaoke.
It's shaping up to be a dizzying 2017 for viewers of SVOD (streaming video on demand) with Foxtel and Hayu stepping up their games too.