In an attempt to strike at shows and networks who don’t place their content only on Amazon, Prime Instant Video is about to remove Doctor Who and other BBC programming.

The Verge reports that Amazon is removing hit BBC shows from Prime Instant Video, the online retailer’s streaming service, because they don’t have exclusive streaming rights. The shows, including Doctor Who, will be removed on February 15.

Amazon’s strategy is to offer their customers content that can only be found on Prime Instant Video. Since BBC programming like Doctor Who is also available on Netflix, it’s getting axed from Prime. “One of the easiest ways to help the video service stand out is to fill it with shows and movies that simply aren’t available elsewhere, and accordingly sources say the company’s content focus in 2015 will be on original programming and exclusive content deals,” says The Verge.

Amazon head Jeff Bezos announced last week that Prime Instant Video grew over 53% in 2014, and thanks to hit shows like Transparent that type of growth will only continue.

The Verge notes that Amazon has exclusivity deals for shows like 24, Justified, The Americans, and the BBC drama Orphan Black. They’ve also had an exclusive deal for the wildly popular Downton Abbey since February 2013.

Unfortunately, it looks like this exclusivity war is only getting started. It’s bad news for consumers who would like to pay for one service with access to everything.

When compared to Netflix, Amazon Prime is arguably the better deal. In addition to a big streaming library, customers also receive free two day shipping on nearly all products, a lending library for Kindle, and a music streaming service similar to Spotify (but with a smaller catalogue). Prime is $99/year while Netflix starts at $95.88/year.