Netflix have been having trouble gaining more content for it’s streaming service. The viewers gobble it up, but Netflix can only get quality content if they pay big bucks. They have been very successful with online offerings, that are mainly re run TV shows that have run their course on the major TV broadcast networks. But how about keeping TV shows that are successful online from being cancelled?

Netflix has recently got into using original programming, with a deal to gain exclusive rights to the Kevin Spacey-David Fincher project House of Cards. That deal will put House of Cards on Netflix instead of a pay TV network like HBO or Showtime. On its earnings call, CEO Reed Hastings said: “The subscription video provider could see itself doing a few more similar deals before the program becomes available.”

So what’s Netflix’s next move? With plenty of rerun programming and now some original programming, Hastings said the company could keep some shows that are about to be axed alive, by working with broadcasters and cable networks.

In an interview, Hastings’ response: “Yes. For example, Friday Night Lights wasn’t going to get continued two seasons ago on NBC, and DirecTV did a deal to extend that show. So we can see ourselves doing something like that — extending a season of something that was doing well on Netflix.”

Keeping a axed show with a niche audience could make sense for Netflix. Unlike the broadcasting networks, Netflix is not dependant on ratings from live show airings to please advertisers; instead, it justifies the cost of licensing through the number of subscribers it has and how often they view the content over the life of the license.

For the networks, Netflix deal might have an additional revenue stream for those shows, which could possibally offer more value than advertising alone would. Such a deal might also have the extra benefit of increasing viewership during the live airing.

Netflix says that shows with episodes available through its streaming service like Starz’s Spartacus pull better ratings as a result.

That’s because Netflix partly raises the visibility of those shows, and also because viewers are now able to catch up on shows that they missed through the on-demand system.

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