After years of trying everything possible to kill streaming video services, it looks like at least one major cable provider is finally realizing the move to streaming content by consumers is inevitable. Virgin Media UK, which is oddly based in the New York, has announced that it is now offering Netflix directly to 40,000 of its subscribers who currently use a TiVo set-top box.
The test is currently only available for 40,000 of the estimated 1.7 million TiVo set-top box users that Virgin Media has in the UK. The cable provider has an estimated 3.77 million customers, 44% of which use the TiVo box.
This marks the first time a major cable provider has offered Netflix content integrated into its services. Subscribers to Virgin Media in the UK still have to pay a subscription fee for access to Netflix. Hopefully, this means more cable and satellite will begin offering integrated 3rd-party streaming services.