Netflix links up with US cable

Streaming service Netflix is set to make its service available on US cable set-top boxes for the first time after agreeing a deal with three operators.

The firm’s app will be integrated into TiVo boxes for customers using Atlantic Broadband, Grande Communications and RCN Telecom Services and will allow customers to watch Netflix shows without switching devices.

In total the three cable providers have around 800,000 customers, who can access the service by subscribing to both Netflix and TiVo’s DVR service.

“We think this signals a new generation of cable TV service of offerings,” said David Isenberg, Atlantic’s chief marketing and strategy officer, who describe the deal as a “watershed moment.”

Netflix has been available on TiVo via some pay TV operators in the UK, Denmark and Sweden since last year, and further deals with US cable firms could see the service becoming more widespread over the coming weeks.

It is the latest development for Netflix, whose CEO, Reed Hastings, has previously said he wants to see the service become more widely available via set-top boxes as it seeks to expand.