Amazon has inked a deal with Twentieth Century Fox that will enable the online giant to stream Fox feature films and television shows for customers in the Amazon Prime program, the AP reports.

The deal will bring Amazon’s total instant video offerings in the program to 11,000, the story says.

The story reports: “Amazon began offering about 5,000 movies and TV shows from its free on-demand video service to members of the $79-a-year Prime service in February. It later added about 2,000 TV show episodes from CBS Corp.”

The latest move is part of an expansion taking place as the competitive landscape rapidly changes in online streaming — particularly with industry leader Netflix losing customers after some pricing and marketing missteps. However, Netflix today served notice that it intends to remain a viable contender, announcing a deal to stream films from DreamWorks Animation, as previously reported.

The story adds that Blockbuster is launching a service that essentially emulates Netflix’s offering before it’s price increase, bundling video streaming with DVDs by mail for about $10 a month.