Samsung announced a deal with Netflix that will bring bonus content of the streaming platform’s original shows to Galaxy smartphones. Exclusive content, which may include behind-the-scenes footage and companion stories, will be available for series and movies including “Narcos: Mexico,” “Sintonia,” “Elite” and “Netflix is a Joke.” Netflix says more extras will become available in the future. 

The partnership allows Netflix to more deeply integrate its streaming service with Samsung devices and gives it a new way of distribution as the streaming battles heats up. 

“The mission of this partnership to make the Netflix viewing experience on Samsung mobile the absolute best it can be,” Netflix’s chief marketing officer Jackie Lee-Joe said in San Francisco, during Samsung’s Unpacked event, as she announced the alliance. 

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Though Netflix is the world’s biggest subscription video service, with 167 million members, it is facing strong competition from new, big-spending competitors like Disney+, Apple TV+ and HBO Max. 

The new streaming players also have their own ways or partnerships to integrate their content with mobile devices. For example, Apple has its iPhones, iPads, Apple TVs and Mac where Apple TV+ can be easily embedded; HBO Max is part of the AT&T‘s WarnerMedia; and Verizon offers American mobile subscribers a free year of Disney+.

Samsung’s global proliferation could be a boost in the international markets where Netflix is growing fastest. 

Some outlets labeled the partnership as “controversial”, as it could potentially exclude Netflix subscribers who don’t use a Samsung device, but according to information obtained by TechCrunch, the exclusive content will also be published on Samsung Daily, Samsung.com and Samsung’s social channels.