Netflix (NFLX) is reportedly in talks with Comcast (CMCSA), Time Warner Cable (TWC), Suddenlink Communications and other cable TV providers to make its service available to their customers via an app on their set-top boxes. However, one snag is that Netflix wants its potential partners to use its technology.
Talks are most advanced with regional operators and smaller providers that use TiVo's (TIVO) devices. Any deals would add to two that Netflix has in Europe.
The negotiations indicate how telecom / cable TV providers could use Netflix as a way to draw in and keep subscribers rather than just viewing the company as a threat.