Netflix is branching out into new territory.
Not content with handling other company's movies and TV shows, Netflix is now making its own, starting with the political drama "House of Cards".
CEO Reed Hastings says the company took its inspiration from HBO, hoping a similar move into original content will grow its audience of 27 million subscribers.
The company is investing $100 million for 26 episodes of "House of Cards", luring the likes of two-time Oscar winner Kevin Spacey.
Spacey plays a devious Congressman in the series, out to subtly undermine a newly elected president.
Unlike traditional TV offerings, the show's entire first season of 13 episodes are being released simultaneously.
Netflix will do the same thing later this year with another show they're bankrolling, brand new episodes of the cult comedy "Arrested Development".
It's an effort to beat online rivals such as Amazon and Hulu to the original content punch.
Still, some media observers have doubts about the 'binge viewing' that's allowed by releasing all episodes of a TV show's season at one time.
The notion is that it diminishes the word-of-the-mouth buzz building that's generated when a series plays out over several months.