Earlier this week on Monday, Reed Hastings, Netflix Chief Executive said that the company would not make its TV shows and movies available through Apple Inc’s upcoming video offering.

Reed Hastings told reporters at the company’s Hollywood office “We prefer to let our customers watch our content on our service.” He added, “We have chosen not to integrate with their service.”

On March 25th, the technology giant is expected to unveil a television and video service at an event. This move by the company is expected to increase the competition for Netflix and others that deliver entertainment programmes online.

The company may resell subscription from Viacom Inc, Lions Gate Entertainment Corp’s Starz, CBS Corp, and many others. Apple would also have its own original content in its subscription service.

WarnerMedia and Walt Disney Co. also plan to offer its own subscription streaming service like Netflix.

Hasting’s stated that the rise in the competition would be a learning lesson for the company and they should not get distracted by it.

Hasting said that Netflix is competing with large and well-funded companies. He added “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.”

He also stated that this industry is going to get better with the rise in competitors.