As an online marketplace, Alibaba is more profitable than Amazon, but the move falls in line with Amazon's ambitions to make Amazon Prime Instant a popular destination for video streaming. Liu said about 90 percent of TBO's content will be behind a paywall and around 10 percent will be available for free, according to Reuters. The firm plans to have users pay either by monthly subscription or on a show-by-show basis.
Meanwhile, Netflix has been making moves to launch in several more countries, with plans to enter the Chinese market. That should prove difficult, especially if Alibaba presents itself as a new rival.