Though Netflix can’t seem to find any cable providers to partner up with stateside, the streaming service is having more luck overseas. According to newspaper Jyllands-Posten, Netflix has locked down a deal with Danish cable company Waoo.
As per the deal, Netflix will come as part of the company’s pay-TV package. Waoo users will be able to sign up for Netflix directly through the company’s service and run the streaming client directly from the cable providers AirTies STB.
This is a huge step for Netflix, which previously inked deals with Virgin Media UK and Sweden’s Com Hem to have the streaming client simply pre-loaded into both providers’ TiVo DVRs. This is the first time that Netflix will be directly integrated into a pre-existing cable set-top.
According to Waoo CEO Anders Christjansen, the cable provider would rather focus on providing top-tier cable than developing a Netflix competitor. Christjansen explained that Netflix was the best streaming service available and that’s why it was chosen by Waoo.
Waoo currently offers both pay TV and a VOD service on the set-top, Netflix will simply complete the cable provider’s trinity of all-in-one entertainment.
Netflix integration on the AirTies STB is slightly convoluted. Reports state that in order for the Netflix client to run, the set-top must first reboot. Netflix required this of Waoo, as to meet the streaming service’s rigid IP management restrictions.
It’s unclear if this type of reboot process will need to be done for future Netflix-loaded set-tops. However, in the lightning paced web age, it’s hard to imagine that customers would be willing to wait for a full reboot before watching the streaming service.
Launching on Waoo’s set-top seems to be a solid testing grounds for Netflix’s integrations. The Danish cable company currently provides pay TV access to one third of all household in the country.