UK quad-play provider Virgin Media has announced a partnership with Netflix that will see some of its customers able to access the OTT video service.

Virgin said the deal was the first time Netflix was being made available on a pay-TV platform.

Virgin customers with a TiVO set-top box will be able to access the Netflix app “later this year” as a pilot service is currently underway.

“Netflix is a fabulous addition to Virgin Media TiVo, enabling our customers to enjoy even more of their favourite shows and movies simply and easily – all through their TV set-top box and at outstanding value,” commented Virgin Media COO Dana Strong.

The Netflix app will be available in the Apps & Games section of TiVo with Netflix members able to log-in using their existing log in, while new members able to sign up for Netflix via the app. 

Exact pricing details have not been announced.

“The UK has given Netflix a fantastic welcome and we’re excited to be partnering with Virgin Media,” said Bill Holmes, global head of business development at Netflix.

Informa analyst Ted Hall said the deal “goes some way” to settling a debate over how pay-TV operators should address the threat posed by new OTT contenders.

However, he warned that Virgin customers could find Netflix to be “a revelation that they would not otherwise have stumbled upon, opening their eyes to a low-cost subscription TV service that satisfies their core entertainment needs.”

He continued: “Rather than strengthening the appeal of TiVo, the addition of Netflix could in fact do the opposite and encourage customers to cut the cord and settle for a cheaper combination of broadband, Netflix (via other devices) and free-to-air TV.”

Virgin Media was acquired by Liberty Global earlier this year.

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