Analysis: Netflix's deal with Virgin Media has long-term implications

|By:, SA News Editor

A new Netflix (NFLX -0.5%) deal that will see the streaming service integrated into Virgin Media's (VMED) set-top boxes could have broad implications across the media landscape, according to analysts.

Pay TV operators are slowly warming up to the idea of letting Netflix inside of their programming guides, instead of closing them out as a competitor.

Though the financial benefits might be slow to be realized, the shift of the perception of Netflix is a long-term positive.