Dive Brief:
- Netflix has reportedly been in conversations with major cable companies, including Comcast and Time Warner Cable, to potentially add its application to TV set-top boxes.
- The merger would allow viewers to search for web-based movies and shows alongside traditional programming.
- The online streaming video service has already made deals with cable and TiVo providers in Europe.
Dive Insight:
Talks between Netflix and major cable providers proves that cable companies are no longer viewing Netflix as just a threat to their traditional programming. A harmonious partnership between cable and Netflix could spring open a wider audience for both parties. Cable stands to gain the most from this type of partnership, as it will now be embracing the digital trend instead of competing against it.