Netflix Inc. (NFLX - Get Report) said it won't be part of Apple's  (AAPL - Get Report) new streaming service, Reuters reported.

Netflix CEO Reed Hastings told Reuters reporters Monday that the world's leading streaming service will not will not make its TV shows and movies available to Apple.

"We prefer to let our customers watch our content on our service," Hastings told Reuters reporters. "We have chosen not to integrate with their service."

Apple is expected to unveil a TV and video service on March 25, making it a frenemy in the space Netflix dominates. 

The rise of Netflix and downfall of VHS and DVD that sent Blockbuster to its death in the past decade has caught the attention of top media CEOs. Walt Disney    (DIS - Get Report) and AT&T's  (T - Get Report) newly acquired WarnerMedia are preparing to offer their own subscription streaming services.

Media giants like Disney may cause Netflix some indigestion since it already has half a century of original content.

Reuters sources said Apple may resell subscriptions from CBS  (CBS - Get Report) , Viacom  (VIA - Get Report) and Lionsgate's (LGF.A - Get Report) Starz, among others, in addition to having its own original content on its new streaming platform.

Netflix's Hastings told Reuters the way it will navigate a challenging, more competitive environment is by not getting too distracted by rivals and "learn lessons" from them.

"These are amazing, large, well-funded companies with very significant efforts," Hastings said. "They are going to do some great shows. I'm going to be envious. They're going to come up with some great ideas. We're going to want to borrow those."

Netflix fell 0.3% on Tuesday to $362.41, while shares of Apple fell slightly to $187.92.

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