SAN FRANCISCO — Netflix is in talks to add its application to the set-top boxes of U.S. cable-television operators, letting customers search for web-based movies and television shows alongside traditional programs, according to three people familiar with the matter.
The largest subscription-streaming service has had discussions with providers including Comcast and Time Warner Cable, according to the people, who asked not to be named because the talks are private. Negotiations are furthest along with regional providers and smaller cable operators that use TiVo Inc. set-top boxes, one person said. The earliest announcements are weeks to months away, that person said.
The talks suggest cable operators increasingly see Netflix’s monthly service as a tool to attract and retain customers, rather than a threat, will leading toward cord-cutting.
Integration with cable services would allow viewers to find and watch shows without switching inputs, and might help cable operators promote their own on-demand offerings, the people said.