Facebook has started rolling out a new section dedicated to live and recorded video.
It's a potential threat to Twitter, YouTube, Netflix and other services that let users watch video.
People already watch a lot of videos on Facebook, but mostly when they scroll down their main news feed. Although there has already been a special video section, it mainly showed a random concoction of "suggested" videos.
Facebook's new Watch section builds on this. The idea is to let people find videos and series they like, keep up with them as new episodes air and interact with other fans in the process.
It was available to some U.S. users as of Thursday, and more people will get it over time. There are no rollout plans in Canada just yet.