MUMBAI: Streaming giant Netflix will not make its content available on Apple’s upcoming video offering. The latter is expected to introduce its video-streaming services on 25 March ramping up the competition in streaming business.

“We prefer to let our customers watch our content on our service,” Netflix CEO Reed Hastings told as quoted by the Reuters. “We have chosen not to integrate with their service,” he added.

Till now, Netflix has not adopted the most recent revamp of Apple's TV app for iOS. According to media reports, Netflix chief content officer Ted Sarandos said that their intentions have been moving away from the App Store subscription fee defending the decision not to adopt. He also added that Apple TV was not an important source of revenue for the OTT platform.

The new service from Apple may have original content as well as resell subscriptions from CBS Corp, Viacom and Lions Gate Entertainment Corp’s Starz among others.  With entry of apple, the upcoming launch of Disney’s streaming service, Netflix is about to face tough challenge in near future.