Vudu is entering the streaming game.
The video on demand service announced Tuesday that it will make its film and television library available directly on the company's website.
Vucu's entry intensifies competition into what is already becoming an increasingly pitched battle for digital video dollars. Netflix remains the big kahuna, but Amazon and Hulu have ramped up their film offerings and a host of smaller services have launched this year alone.
Twenty seven percent of Americans currently use streaming services, a jump from 16 percent last year, according to the Business Insider.
“This launch is part of our overall commitment to provide the VUDU service through as many points of access as possible," said Edward Lichty, general manager of VUDU, said in a statement.
In addition to a set top box, Wal-Mart owned company already makes its 17,000 movies and shows available through Blu-ray players, connected televisions, and Playstation 3 consoles.