Netflix Inks First Cable Integration Deals in the US
Netflix wants to be on your cable box. And next week it will be — as long as you have a TiVo box and are a customer of these three smaller cable companies: Atlantic Broadband, Grande Communications, and RCN.
Atlantic Broadband serves about 230,000 customers, while Grande and RCN reach roughly 140,000 and 333,000. These customers — provided that they subscribe to the TiVo service offered by each cabler as well as Netflix — will soon be able to access the streaming app alongside live television. The integrations are set to roll out beginning April 28.
The move follows comments made by Netflix CEO Reed Hastings and CFO David Wells in the company’s most recent quarterly earnings report. The duo said Netflix was set to announce cable integrations in the coming quarter.
Similar to deals Netflix has scored with European cable companies, this is all being done through the TiVo set-top box.
Interestingly, in the case of Atlantic Broadband, the operator will actually offer Netflix as its own channel on the TiVo guide — next to premium cable channels like HBO and Showtime, which Netflix sees as its true competitors.
“Now, watching Netflix is as easy as changing the channel,” said David Isenberg, chief marketing and strategy officer at Atlantic Broadband, in a statement.
“The dynamics of this game-changing relationship are clear: more choices for the viewer via a simple, unified device,” added Jim Holanda, CEO at RCN and Grande Communications, in a statement.
Atlantic Broadband claims to be the 13th largest cable operator in the US, serving communities in four regions: Western Pennsylvania, Miami Beach, Maryland/Delaware, and Aiken, South Carolina.
Grande Communications is a Texas-based cable operator, reaching communities in Austin, San Antonio, Dallas, San Marcos, Waco, Corpus Christi, Midland, and Odessa.
RCN says its primary service areas include Washington, D.C., Philadelphia, Lehigh Valley, New York City, Boston, and Chicago.Tags: Atlantic Broadband, Cable, Grande Communications, Netflix, RCN, Reed Hastings, tivo