Netflix can’t seem to stop cutting TV deals lately. Today, Samsung announced that its Smart Media Player, which acts as both a cable box and streaming device, will come loaded with the Netflix app. While most setups require users to run a cable box’s HDMI through a set-top like the Vizio Co-Star, Samsung’s smart box is unique in that it requires only CableCARDS to mesh OTT services and cable.
This deal comes almost one month after Netflix announced it would also be supported via Virgin Media UK’s TiVo platform.
While it may seem like Netflix is giving in to its proposed rival, Big Cable, the move towards set-top integration is a brilliant strategy for the streaming service. As it stands now, Netflix in the US is solely available via downloading applications within third-party devices like Xbox 360, Roku, and Apple TV. As we’ve seen from recent studies, Netflix will eventually level out if it cannot find a way to make itself more accessible to the majority of people who have yet to cut the cord.
Launching native to the Samsung Smart Media Player boxes makes Netflix much more accessible, as users will have the app already built into the set-top.
Netflix has yet to comment on the new partnership. However, Netflix CCO Jonathan Fiedland told the New York Times in an interview earlier week that the companies overall goal was to make Netflix consumption as easy as possible for its consumers. “Cable operators see value, too, because it makes their broadband service more attractive,” Fiedland added.