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— Bing, the search engine and social media company, is joining a group of online video providers, including Comcast and Comcast Cable, in rolling out a new video-on-demand service called Bixby.

Bixby is an app that will let customers watch live video on-demand via the internet.

Bix by itself will not be a video streaming service, but the company said it will stream video on demand to existing Comcast customers, with the intent of allowing those customers to continue to watch Bixbys content on their Comcast devices.

Biz is the parent company of Bing, which has been a key player in the video-streaming space.

Bix by its own measure is a small company, with fewer than 1,000 employees, but its content is already on millions of devices.

The Bix video streaming app will be available for iPhone, Android, Apple TV and Windows computers and phones starting Aug. 1.

Bing also is planning to release a new TV app, Bixstream, which will allow people to stream live television content from broadcast stations.

“We’ve always said that we want to make sure that everyone has access to what they need to do,” Bing chief technology officer Tom Gagnon said in a conference call.

“We are very excited to have the ability to stream video to our customers in a way that we can be able to watch on the TV in the living room.”

The company has long been a supporter of Bix’s content, but it has also struggled to compete with other video streaming services.

Baxby is the company’s first video streaming device and is expected to launch later this year.