Credit: Comcast/NBC

Kinda hard to use a streaming service when you can’t stream it.

NBCUniversal just launched their new streaming app, Peacock, today. Peacock is a free service featuring a large back-catalog of shows and movies under NBCUniversal and Comcast’s collective banner, though there’s also a $4.99 a month paid option to get access to more stuff. Regardless, it’s a nifty little app, and I’d sure love to use it. Unfortunately, I use a Roku for most of my streaming, and it seems Roku, along with Amazon, aren’t playing ball right now.

In a repeat of HBO Max’s launch a couple of months ago, the Peacock app is completely absent from both the Roku and Amazon Fire TV streaming libraries. While neither Roku nor Amazon have commented on the matter, industry experts believe the situation to be a showdown of sorts between media companies attempting to stake their claim on the future of TV.

Credit: PC Magazine

Peacock is available through other streaming mediums like Apple TV, Chromecast, and game consoles, and apparently, they’re in the market for additional partners. “The Peacock app is ready to launch across platforms with the flip of a switch,” a Peacock spokeswoman said. “We think it’s important for consumers to know that Peacock is free to use and free to any platform who wants to distribute it. If Peacock is not available on a platform at launch, it is not because we didn’t make it available, and it’s not because we didn’t make it available for free.”

“Consumers have purchased these devices with the expectation they will be able to access all of the apps, so our hope is that all platforms will do right by their users and carry it,” she added.

Everyone’s trying to draw new lines around channels and properties as media companies gradually settle into a new normal of entertainment. If Roku and Amazon don’t cut a deal, users may find themselves enticed by other streaming devices.