But behind the scenes, the infrastructure looks to be getting stronger and bigger too.
Amazon Web Services announced on Thursday that it has acquired Elemental, a private company specializing in software-defined video solutions and encoding for multi-screen (read: both traditional TV screens as well as mobile devices and PCs) content delivery.
"Together, we'll collaborate on deeper technology integrations and new infrastructure offerings so that media and entertainment companies can evolve their hybrid and cloud models as they continue to innovate their services for viewers," wrote AWS senior vice president Andy Jassy, in prepared remarks.
Elemental will continue to operate its business under its existing brand, but it will also be integrated with AWS to improve video delivery and performance across cloud, on-premises and hybrid architectures.
In the tech world, some of Elemental's customers include Microsoft, Nvidia, Intel, Apple and, of course, Amazon.
On the pure entertainment side of the business, Elemental boasts to serve more than 700 media franchises worldwide. Some of the media companies highlighted on Elemental's website include HBO, ESPN and Comcast, among many others.
Founded in 2006 and based in Portland, Ore., Elemental also has offices scattered across the United States as well as in the United Kingdom, France, Hong Kong, Singapore, Japan, China, Russia, India and Brazil.
Financial terms of the deal have not been disclosed. The merger is expected to close during the fourth quarter of 2015.