Netflix, a streaming video subscription service, will be integrated into TiVo set-top boxes for customers of three U.S. cable operators, the companies said on Thursday.
Atlantic Broadband, Grande Communications, and RCN Telecom Services are the first in the United States to bring Netflix as an app to cable set-top boxes. The arrangements make it easier for consumers to access Netflix movies and TV shows on their television sets because they don’t have to switch to another device like an Apple TV or Roku box.
“We’re making Netflix a channel on our lineup and in our channel guides,” said David Isenberg, Atlantic Broadband’s chief marketing officer. “If you’re an RCN customer, perhaps in the D.C. area you would pick up your remote control, you would tune to Channel 450, and there you’d find Netflix. You’d select it and that’ll launch the Netflix app. Literally, watching Netflix is as easy as changing the channel.”
Netflix believes having its streaming service accessible through set-top boxes will help it to retain and garner new subscribers.
Chief Executive Reed Hastings has said he would like to link up with other providers including Comcast, which has more than 22 million video subscribers and is seeking regulatory approval for a $45.3 billion bid for No. 2 operator Time Warner Cable.