Shares of Netflix surged 8 percent Monday after reports surfaced that cable operators were considering embedding the video streamer's service into set-top boxes.
The Wall Street Journal, citing people familiar with the discussions, said Netflix is talking to Comcast and Suddenlink Communications. Bloomberg later reported talks are underway with Charter Communications and Cox Communications as well.
Netflix stock Tuesday rose $23.51 a share to $324.36 on volume that was more than twice the average.
Presumably, a deal in the U.S. would be similar to those Netflix recently struck with Virgin Media in the U.K. and Com Hem in Sweden. With those two -- at least initially -- only subscribers who use TiVo set-top boxes will be able to access a Netflix app.
Netflix's goal, though, is more likely that the app be made available on cable boxes in general, making the on-demand streamer more of a partner to multi-systems operators and less a competitor.
"We would love to reduce the friction to the end consumer and be available via the existing device in the home," Netflix CFO David Wells said this year at an investor conference.
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