Apple is planning to start producing original television shows and movies, according to The Wall Street Journal, in an effort to play catch-up with their music-streaming competitor — Spotify AB.

What's next: Apple execs have told people in Hollywood they hope to start offering original scripted content by the end of 2017. The new programming will be available to Apple's $10-a-month music streaming service.

Why this matters: Apple isn't trying to compete with Netflix or Amazon's video services, as the WSJ notes. Rather, the move "would escalate the arms race between Apple Music and Spotify," as both offer a similar catalog of songs.