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Summary:

Netflix apps are available on more than 1000 different devices, but have so far been absent from cable boxes. This is now changing, starting with a cooperation launched in Sweden.

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Netflix is now available on yet another device — but this one is different: The video service launched an app on TiVo boxes leased by the Swedish pay TV operator Com Hem to its subscribers Monday, where results from Netflix’s local catalog are now being displayed alongside live TV programming.

A Com Hem TiVo featuring the Netflix app, as shown at CES 2014 in Las Vegas. Netflix wants to unveil similar partnerships with other operators this year.

A Com Hem TiVo featuring the Netflix app, as shown at CES 2014 in Las Vegas. Netflix wants to unveil similar partnerships with other operators this year.

This is the third such deal for Netflix, which announced its first operator partnership with Virgin in the U.K. last year and also is working with Denmark’s Waoo. Previously, Netflix wasn’t able to enter similar deals because its licensing agreements with Hollywood studios didn’t allow the company to present its content on boxes leased by operators.

Netflix CEO Reed Hastings said during the company’s last earnings call that the company’s content deals have been renegotiated with these kinds of partnerships in mind, and Netflix is now apparently looking to get placement on boxes from U.S. operators in the coming months as well.

However, not every operator is game, probably because Netflix is at least in part competing with their own offerings: Comcast cable operations CEO Neil Smith said last year that teaming up with Netflix was “not really a high priority” for his company.

This post was updated on 1/21 to include Netflix’s partnership with Danish pay TV operator Waoo.

  1. Interesting that Netflix would choose Sweden, home of Spotify, to launch their expanded service for streaming television and film.

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