Subscribers to Amazon Prime Instant Video are set to gain access to other on-demand services according to reports.

Prime customers will have the option of adding other online subscriptions to their accounts, including established movie and TV channels, and Amazon will also sell prepackaged bundles of its own creation. The new feature could go live as soon as next month.

The appeal of others’ programming may help lure new customers to Amazon Prime as it competes with Netflix. Prime Instant Video would resemble something between a cable-TV subscription, though without live programming, and the online array of video offered through devices from the likes of Roku, Apple TV or Amazon’s own Fire TV.

In partnering with Amazon, other on-demand services may lose some of the revenue they would get if a customer came to them directly, but stand to gain a larger consumer base.

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