We're in the midst of a cyber streaming war.
Netflix, Hulu, Amazon Prime and countless others are all battling it out to take ownership of our hungover, Dorito-fuelled weekend binge-athons - and now, another streaming goliath has entered the battlefield.
YouTube announced yesterdaythat it was launching YouTube TV, and it looks set to be a game-changer.
In a post on its official blog, the Google-owned video platform said: "It's live TV designed for the YouTube generation—those who want to watch what they want, when they want, how they want, without commitments."
For now it's only available in US markets, but it looks pretty impressive from where we're standing. It streams live TV from major networks, and allows limitless storage for TV recordings.
Not only that, but YouTube is also looking to follow Netflix's example and create original programming, under the YouTube Red Originals series.
The price sits at $35 a month for six accounts (around £28) and users can watch three concurrent streams at once.
Needless to say, Netflix should be looking over its shoulder.