'Westworld' / HBO
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AT&T’s (T) WarnerMedia is reportedly planning on launching its own streaming service, which will include HBO, Turner and Warner Bros. content, to combat Netflix (NFLX), Amazon (AMZN) and Hulu.

The plans were initially revealed after a memo detailing the company’s plans leaked to CNN, which was later confirmed by WarnerMedia CEO John Stankey in a statement.

According to the statement, the new direct-to-consumer streaming service will include the WarnerMedia collection of films, television series, libraries, documentaries and animation. WarnerMedia has a number of TV networks and film studios under its umbrella, including TNT, TBS, Cartoon Network, The CW, HBO, CNN, TruTV, Boomerang, Adult Swim, TCM and Warner Bros.

“We expect to create such a compelling product that it will help distributors increase consumer penetration of their current packages and help us successfully reach more customers,” said Stankey.

Similarly, in the previously leaked memo, Stankey stated, “Our service will start with HBO and the genre defining programming that viewers crave. On top of that we will package content from Turner and Warner Bros. with their deep brand connections that touch both diverse interests and mass audiences.”

Regardless of approach, AT&T will have an uphill climb to compete with the established groups, as Netflix currently boasts 130 million users and Amazon has more than 100 million Prime customers with access to content. Additionally, making matters more complicated, Apple (AAPL) is planning to give away original content for free to device owners. However, the breadth of WarnerMedia’s library suggests the platform wouldn’t lack for content and would likely be an immediate force in the cartoon streaming segment.

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Related: Apple plans to give away original content for free to device owners as part of new digital TV strategy

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