Mark Greenberg, a TV industry veteran, reportedly held talks with Costco about the streaming service.

Greenberg was previously working with Walmart to create a similar service, but talks reportedly fell apart last year.

Amazon has used its streaming service to build customer loyalty, but critics say that the e-commerce giant and Netflix ignore conservative and Middle American perspectives.

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Mark Greenberg, a TV industry veteran most recently linked to Walmart, held talks with Costco about "building out a service geared toward average Americans," according to a CNBC report published Thursday.

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