Sources tell Reuters that cable TV provider Comcast (CMCSA) plans to get into the digital download and streaming business by the end of the year.
Comcast subscribers would be able to download Hollywood movies and TV shows through the company’s Xfinity TV website and set-top box and then watch them on mobile devices, TV’s or computers.
A range of popular titles, including vintage movies and new releases are expected to be available, including recent box office winners from Comcasts’ Universal Studios like Despicable Me 2 and Fast & Furious 6.
The move would mark a change for cable providers, which have long offered subscribers the option of viewing selected content “on demand,” putting Comcast in competition with traditional download services like Apple’s (AAPL) iTunes and Amazon’s (AMZN) Prime.
Verizon’s (VZ) Fios subscription TV service already permits the downloading and streaming of titles for purchase and rental.
Shares of Comcast rose almost 1% in pre-market trading on Friday.