Netflix (NFLX) has inked a deal with TiVo that will have the service appear on the set-top boxes for customers of three small cable operators.
The deal is with Atlantic Broadband, Grande Communications and RCN Telecom Services (the largest of which boasts 350,000 subscribers) — all which will showcase Netflix as a purchase app with customers’ cable set-top boxes.
The move is a first step pushing Netflix into the cable domain, allowing for greater visibility to potential customers.
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.
…Netflix has been talking with cable providers for months about the company’s desire to have its streaming service accessible through set-top boxes, which it believes will help retain and win new subscribers.
NFLX could even appear with more cable boxes from TiVo partners if the agreement is successful.
The cable companies using TiVo boxes include Suddenlink, Mediacom, Cable One and Blue Ridge Communications, a Pennsylvania-based subscriber.
“Now, watching Netflix is as easy as changing the channel,” Atlantic Broadband’s chief marketing and strategy officer David Isenberg said in a statement. He added that Netflix content offers a “tremendous complement” to Atlantic Broadband’s on-demand programming.
NFLX stock is down 6.5% year to date.