Prime Video & Other Streaming Services To Get a Surprising New Rival

Viewers looking for something to watch may soon have another stop before settling on a movie or series. A known streaming discovery platform plans to turn its huge audience into viewers, renters and subscribers, bringing another player into an already crowded market dominated by Prime Video and Netflix.

JustWatch is launching its own streaming service, JustWatch TV

The new service, JustWatch TV, will arrive in October 2026 and live directly inside the JustWatch app and website. Instead of simply directing users elsewhere, the company will let them watch or rent titles without leaving its platform (via The Wrap).

JustWatch will mix three ways to access content that includes free ad-supported viewing, individual rentals and an ad-free subscription. Its launch lineup includes Paramount, New Regency, Fremantle, Bleecker Street and Vortex Media. The service will initially cover the U.S. and Canada, the UK and Ireland, Germany, Austria, Switzerland, France, Italy, Spain, Australia and New Zealand.

That setup puts the service in an interesting lane. JustWatch TV will compete with platforms such as Prime Video, Apple TV, Fandango at Home, Roku and Tubi, which already combine different forms of streaming access. Netflix also falls within the competitive field, although its model centers more heavily on subscriptions, originals and exclusive franchises.

The bigger play comes from JustWatch’s existing audience. More than 50 million people use the company’s app and website each month to find streaming destinations, record what they have watched and save titles for later. The company can now turn some of that discovery traffic into rentals and viewing sessions of its own.

JustWatch Group founder and CEO David Croyé said the company has spent more than a decade helping people find movies and shows, including difficult-to-find titles. With the new service, he said the goal is to make “content discovery, access and engagement even easier.”

Quentin Carbonell, JustWatch’s SVP of Global Content Acquisitions and Strategy, described the service as a response to streaming “fragmentation.” He said it will bring together hits and “hard-to-find gems” while letting viewers watch for free, rent them or rediscover them on other services.

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