Movie distribution company Netflix will begin allowing customers to receive movies and TV shows directly to their PCs as streaming video.

The service will give users a set number of hours' worth of streaming content, based on the price level of their Netflix subscription, the New York Times reports. Initially, only around 1,000 movies will be available, and only users with newer Windows operating systems and Internet Explorer can use the service.

The addition of content distribution via streaming is Netflix's attempt to reposition itself as competitors enter the movie distribution space and expand their offerings.

Apple and Amazon have launched movie download services, and Blockbuster now allows subscribers of its mail service to exchange movies at its retail locations.