Netflix announces it will not be on Apple video subscription

Netflix not part of Apple's upcoming video service

The Apple service will resell subscriptions from CBS, Viacom, Lions Gate, as well as offer original productions.

Rumours had suggested this would be the case, and Netflix CEO Reed Hastings confirmed the company's decision to shun Apple's upgraded TV service on Monday.

Netflix, however, won't be a part of this as it wants people to watch its shows on its own platform. "We have chosen not to integrate with their service".

Apple has since ramped up its video programming efforts in the same time.

Apple has played a neutral role in the fight for eyeballs online, opting to distribute shows, apps and movies from all major companies. "So, I have to really reserve comment and judgment", the exec added diplomatically about the heavyweight competition coming to the already crowded digital content space, which Netflix had fully dominated just a couple of years ago. At the end of past year Netflix ceased allowing iOS users to subscribe to its service via the Apple App Store, cutting Apple out of its 30% share on subscriptions taken out through its billing feature. "We've been competing with Amazon in video streaming".

Netflix is a relatively small company when compared to Apple.

For instance, Netflix was never part of Apple's TV app. Netflix's content head Ted Sarandos even said that Apple hadn't been an important revenue source for the company. Users can subscribe to any streaming platform they like from within the app. "But you do your best job when you have great competitors". The company declined to comment on Hastings's comments.

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