Time Warner Inc. is working to make full seasons of more shows available on demand to its TV customers in an attempt to lure binge watchers away from Netflix, Bloomberg reported.
According to Time Warner CFO Howard Averill, the move is part of a strategic shift to “provide the consumer what they’re looking for.”
To further the effort, the report said the Time Warner’s cable networks are letting the studios know that they want to be able to air full seasons of the shows they buy.
The move is just the latest tactic in Time Warner’s battle against the rising prominence of online TV and movie service Netflix.
In November, Time Warner announced it was considering delaying the release of its shows to Netflix, possibly changing the waiting period from one year to several and making more older episodes available on-demand to pay-TV customers.
Later that month, Time Warner followed up with news that it was pursuing the purchase of a stake in Netflix competitor Hulu. The deal would also see Time Warner expand its content licensing deal with the service.
Last week, Time Warner announced that it was extending Jeff Bewkes’ term as Chairman and CEO through 2020, citing the development and execution of “the right long-term strategy for our company in a challenging media landscape.”
The first sentence of this article has been corrected to reflect the fact that Time Warner Inc., not Time Warner Cable, is leading the effort to make full seasons of shows available to its viewers.