As has been reported numerous times over the past few days, Netflix is said to be in discussions with cable providers in the U.S. including Comcast and Suddenlink to potentially bring the Netflix app to cable boxes.
A report out today from Zatz Not Funny (also reported by Wired) says the app is confirmed for the Samsung Smart Cable Box. Dave Zatz writes:
As we inch closer to a 10/23 release of the $150 Samsung Smart Cable Box, a rumored 10,000 units are en route to the US and its user guide has appeared online. Via the aforementioned literature, the combo cable+Internet box is confirmed to sport Netflix as a tent pole app.
That means yet another device for Netflix, which is ultimately the main benefit of partnerships with cable companies.
In the UK, Netflix has a deal in place with Virgin Media to have the app on its TiVo boxes. It was recently reported that they formed a similar partnership with Com Hem in Sweden (also on TiVo boxes).
Currently, most people who watch Netflix on their televisions are doing so using a game console or some other kind of set-top box. Getting on cable boxes simply reduces the friction for consumers wanting to do so - particularly the non-gamers.
With Netflix's existing cable deals, users still have to subscribe to Netflix separately.