Amazon is on course to spend $4.5bn (£3.6bn) on video this year, as it looks mount its effort to overtake Netflix take on in the world of on demand video.

According to JPMorgan, as reported by Business Insider, will make the move to make itself a serious player in the video streaming on demand market – though it will still sit below Netflix’s $6bn budget for 2017.

In December, Amazon Prime video became available in over 200 countries, as well as adding to its originals line up. In addition, Amazon and the NFL recently came to a $50m agreement that means Amazon Prime members will have exclusive access to 10 Thursday Night Football games in the upcoming season. Twitter had a similar deal with the NFL last year.

Amazon’s move into the live streaming sector, with the NFL deal, may be a sign of further things to come from the tech giant. YouTube recently launched its live TV streaming service, and this NFL deal could potentially pave the way for Amazon to do the same.

The overall Prime service brought in $6.5bn last year – an increase of 43.1 percent year-on-year.