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Netflix CEO Reed Hastings echoed the sentiment in his statement, saying, вЂњThe Netflix integration into the X1 platform means our mutual customers will no longer need to change inputs or juggle remotes. вЂњOur incredible teams of engineers and designers have come together to create an experience that is not only seamless and intuitive, but also lets viewers search and watch tens of thousands of movies, shows, specials and documentaries with the sound of their voice.вЂќ вЂњNetflix has been a terrific partner,вЂќ said Comcast Cable CEO Neil Smit. The more Netflix focuses on original, exclusive content, the more it becomes just another premium network like HBO or Starz, and the less itвЂ™s in competition with ComcastвЂ™s own on-demand services or cable platform.Д«oth Comcast and Netflix are pitching it as a deal that will lead to more customer convenience.

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With Netflix increasingly focusing on original programming and content, and dumping its back catalog library of other companiesвЂ™ TV and movies, itвЂ™s able to tip that вЂњfrenemyвЂќ balance with Comcast more to the вЂњfriendвЂќ side. (And indeed, three months after entering a paid peering deal, Netflix service had fully rebounded for Comcast customers.)ДЄlso in 2014, Netflix was one of the biggest critics of ComcastвЂ™s now-failed attempt to buy Time Warner Cable, claiming that ComcastвЂ™s record of past behavior showed that if the company got any bigger, it would have both the ability and the incentive to harm both edge providers (internet-based companies like Netflix) and consumers.Д®ven as recently as last year, Comcast executive mouthpiece David Cohen remarked that вЂњNetflix is the ultimate frenemy,вЂќ adding that it had come to prominence due to a вЂњself-inflicted wound We have made video too expensive.вЂќ In 2014, Comcast was letting Netflix traffic bottleneck so badly that eventually, to keep customers happy, Netflix had to pay up to get access to the bandwidth it needed. The partnership a big step for the two, which have spent much of the past few years taking regular, public swipes at one another. Customers who do not have an existing Netflix account can sign up for one directly through the X1, and have Netflix appear as a line-item on their Comcast bill rather than as an independent service. ItвЂ™s not just the programming thatвЂ™s integrated, either. ItвЂ™s a win for both, basically: Comcast gets to keep viewers who want to watch Stranger Things in its ecosystem, and Netflix potentially gets access to more (older) customers who are still gun-shy with streaming-only services. If you use your X1вЂ™s search function to look for a certain actor, movie, or TV show, youвЂ™ll see results not just from the channels you subscribe to, premium networks Comcast carries, and Xfinity On Demand, but also youвЂ™ll see Netflix results show up.

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ItвЂ™s not just going to be an app you can run on your cable box, although it is that still instead, itвЂ™s a full integration as with any other premium channel. Both companies announced today in a joint press release that next week, Netflix will be fully integrated into the X1. Netflix became available on the X1 in a beta test for a while in some limited markets in recent months, but still with no public announcement about when the plan would go big. The two companies announced the deal back in July, but without any hint about when the integration would take place and become available to most customers. Comcast and Netflix have decided that from here on out, they are two great tastes that taste great together, and theyвЂ™re (finally) taking the deal that puts Netflix content on your Comcast cable box nationwide.

The years of enmity, it seems, are well and truly behind us. 11.4.16 11:21 AM EDT By Kate Cox times they are a-changing netflix comcast xfinity x1

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