Video streaming company, Netflix is in talks with Wasu Media Holding Co. and other potential partners to enter China’s booming online video market. Netflix is seeking a partner that has licenses for content on all devices, including mobile phones, computers and set-top boxes, the report said. Netflix earlier said it was developing plans to launch a “modest” service in China if it can get permission to operate in the world’s most populous country.

Chinese consumers are used to watching entertainment for free that is either supported by ads or pirated. “For every country we know what we want to do, but in China we are still exploring our options,” Chief Executive, Reed Hastings said in an interview earlier this year. A local partnership would be essential given the Chinese government’s strict controls over licensing for online content.