Some cable TV companies in the U.S. see Netflix as a threat, but in Europe they are seen as a friend. The latest cable company to integrate Netflix streaming is Com Hem in Sweden.
Now any subscriber can get Netflix access straight from the TiVo set-top box. The service will integrate seamlessly and any search results for title or actor will now include Netflix content, so long as users have signed in and subscribe to Netflix. For those that are not already signed up to Netflix, they can do that via the TiVo box for SEK79 (€9) per month.
Speaking for Com Hem, Chief Product Officer, Asanga Gunatillaka, said, “The new Netflix app complements and further strengthens our current content offering. We want the customer to be able to access any content they want to watch in one single place, regardless of source. As a TiVo user you now easily can search and browse across all of Netflix’s acclaimed line up, together with all the other great content available through Com Hem. This adds up to thousands and thousands of titles, meaning you can find practically anything you would like to watch through your TiVo.”
Cable companies in Europe are quickly catching onto the fact that subscribers want both Netflix’s huge (but older) content library as well as the latest hit shows from cable. In the U.S. cable companies seem to see Netflix as a threat that will encourage cord cutting.
Already UK cable operator Virgin Media have included Netflix as an extra on their TiVo box, and are pushing the streaming service in their advertising campaigns.
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