Amazon-Owned Netflix Rival to Launch Streaming Service in U.S.?

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Move over, Netflix, there might be another streaming video-on-demand company angling for your crown.

Lovefilm, the European version of Netflix that was purchased by Amazon at the start of the year, is rumored to be close to launching in new international territories, according to a recent interview with the company’s Chief Marketing Officer. But instead of spreading its full business around the world, Lovefilm is thinking about offering movies only as streaming video-on-demand in certain locations.

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According to Lovefilm CMO Simon Morris, the company is “looking to grow the business wherever customers want our service. If the product is right, we’d look at a digital-only service for certain markets.” The location of those markets wasn’t disclosed, but with the Amazon-subsidiary already successful in the U.K., Germany, Sweden, Denmark and Norway, the most obvious choices would be the remaining western European countries and the U.S.

Rumors of an American launch for Lovefilm have been around since Amazon bought the company for an estimated $200 million back in January of this year; at the time, it was widely assumed that the company’s infrastructure would offer a strong basis for Amazon to go head-to-head with Netflix in the U.S., but no launch plans have been announced in the months since.

With Apple also rumored to be working on a Netflix competitor—and public resentment lingering over last month’s Netflix price hike—it’s possible that Amazon and Lovefilm are finally preparing to make their move. It should thus be an interesting few months ahead for people who like to stream movies to their home screens.

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Graeme McMillan is a reporter at TIME. Find him on Twitter at @Graemem or on Facebook at Facebook/Graeme.McMillan. You can also continue the discussion on TIME’s Facebook page and on Twitter at @TIME.