In the 2010s, over-the-top subscription video on demand (SVOD) services distributed via internet video emerged as a major competitor to traditional pay television, with services such as Amazon Video, Hulu, and Netflix gaining prominence. Similarly to pay television services, their libraries include acquired content (which can not only include films, but acquired television series as well), and a mix of original series, films, and specials. The shift towards SVOD has resulted in increasing competition within the sector, with media conglomerates such as ViacomCBS (Paramount+), Disney (Disney+, and also having acquired majority ownership in Hulu—originally a joint venture of multiple broadcasters), and NBCUniversal (Peacock) having launched their own services to compete, and existing premium services such as HBO (HBO Now, succeeded in 2020 by HBO Max—a revamp of the service adding content from other WarnerMedia properties and third-parties) launching OTT versions of their services sold on a direct-to-consumer basis to appeal to cord cutters.