Last week, Amazon Prime Instant Video became the first paid-for streaming service to offer offline downloads, so you can watch without an internet connection. But Netflix isn't impressed.
That's because, according to Neil Hunt, Netflix's chief product officer, offline viewing is just too confusing for viewers.
"I still don't think it's a very compelling proposition," he told Gizmodo.
"I think it's something that lots of people ask for. We'll see if it's something lots of people will use."
He added: "Undoubtedly it adds considerable complexity to your life with Amazon Prime – you have to remember that you want to download this thing.
"It's not going to be instant, you have to have the right storage on your device, you have to manage it, and I'm just not sure people are actually that compelled to do that, and that it's worth providing that level of complexity."
According to Hunt, this choice can "paralyse some people who can't decide if that's what they want to do or not".
Instead, the streaming service wants to come as standard on airplanes and in other places.
"I think a much more interesting proposition is, can we make streaming work in more places that people want to stream?" Hunt said.
"As an example, what if we can put Netflix in a rack box that essentially contains all of Netflix content that you could imagine putting in an airplane server, right along with our existing offerings? That for me is a more interesting thing; can we make Netflix work on a plane, can we make it work on a train, in hotels?"