Apple set to take on Netflix and Amazon with original video content

US tech giant Apple is reportedly ready to take its first step towards competing with the likes of Netflix and Amazon in the online entertainment sector, with a plan to introduce its own original television shows and movies.

According to a report from The Wall Street Journal, new programming would soon become available to customers of Apple's monthly streaming service, which has struggled to compete with more established music providers such as Spotify.

Citing people familiar with the matter, the publication said Tim Cook's company have been in talks with several producers about buying rights for series and films.

Netflix has gained a clear lead in the advent of on-demand online television, gaining the rights to several hit shows such as Stranger Things, Narcos and House of Cards.

Amazon has recently launched its own effort to compete in the industry, recently paying a substantial amount of money to gain the rights to The Grand Tour, which is hosted by former Top Gear presenters Richard Hammond, James May and Jeremy Clarkson.

It has been reported that Apple's foray into such video content is as much an attempt to compete with Spotify, as it is to reach the level of Netflix.

The content, which is expected to be released before the end of 2017, is said to be an attempt by Apple Music to displace Spotify, by offering both music and visual entertainment.

Apple's share price was trading 0.81% lower in pre-market trading on Thursday morning.