Liberty Global has struck a deal with Netflix to integrate the SVOD provider’s service into the video interfaces of Liberty pay-TV customers in 30 countries.
The expanded integration follows deployment of the Netflix app within the pay-TV service of Liberty’s Virgin Media in the UK back in 2013. Liberty serves around 24.2 million video customers across 30 countries.
The rollout will start out on Horizon cable boxes in the Netherlands then unfurl throughout 2017, Liberty Global said.
“This deal will provide even more freedom to our subscribers — allowing them to access a goldmine of amazing TV and films at the click of a button, fully integrated into their usual TV viewing set-up,” said Liberty Global CEO Mike Fries in a statement.
Added Netflix CEO Reed Hastings: “Combining the Netflix app — and all the great content it provides — into the familiar, easy-to-use cable box makes both more appealing.”
The deal follows an earlier high-profile agreement with Comcast in the U.S. to integrate Netflix on its X1 video platform.
In May, meanwhile, Charter Communications CEO Tom Rutledge said Netflix integration should come to the second biggest cable system in the U.S. soon.
"Most consumers only understand broadband capacity from a video application perspective," Rutledge said. "Having these products makes your broadband more attractive, and having these products as quasi substitutes makes your programming cost not as aggressive and maybe even lower.”
And in February, after interviewing executives "across the pay-TV value chain," IHS Technology Research Director Ted Hall said: "Many of the operators working with Netflix have seen customer satisfaction ratings improve under the partnerships, which have helped foster positive operational performances."