Netflix (s NFLX) has been on a roll lately due to its Watch Instantly streaming service, which has helped drive subscriptions to the rental service ever higher. And it continues to push the service, announcing today that it has added even more streaming titles from Warner Bros. (s TWX)
As part of the deal, Netflix has acquired streaming rights to all 100 episodes of Nip/Tuck, as well as episodes of Veronica Mars, Pushing Daisies and Terminator: The Sarah Connor Chronicles and other titles. In a deal announced earlier this year, Netflix agreed to a 28-day window before it made Warner Bros. new release titles available through its DVD-by-mail service in exchange for more streaming content. According to the press release, today’s agreement extends Netflix’s existing license for streaming Warner Bros. content through 2011.
Netflix CEO Reed Hastings has said repeatedly on the company’s earnings calls that the only thing keeping the company from adding more content to the Watch Instantly streaming service is the ability to write big checks to license more titles. But Netflix has been busy writing checks and securing content, including exclusive, first-run films from Relativity Media. As a result, it now has more than 20,000 titles in its streaming library.
In addition to its focus on more content, Netflix has been busy adding consumer electronics devices that subscribers can use to watch its streaming movies and TV shows in the living room. The streaming service is now available on all the major gaming consoles, Roku set-top boxes, TiVo (s TIVO) DVRs, as well HDTVs and Blu-ray players from manufacturers like Sony (s SNE), Samsung and LG. The service is also increasingly going mobile, with an iPad app that was released with the launch of the Apple (s AAPL) tablet, and plans to roll out an iPhone app soon. Altogether, Netflix expects to be streaming to more than 100 different consumer electronics devices by the end of the year.
Netflix has made no secret of the fact that its future is in streaming, and it has begun to de-emphasize its costly DVD-by-mail business in favor of its Watch Instantly service. So far, the strategy seems to be working: the number of Netflix subscribers added 1.7 million new users in the first quarter, ending with 14 million subscribers, a 35 percent increase year-over-year. And Netflix’s website traffic grown dramatically, ending up 46 percent year-over-year in June.
Related content on GigaOM Pro: Slow and Steady, Netflix Pulls Ahead in Streaming Video (subscription required)