(USA Today) -- Netflix is targeting a new outlet for sharing its streaming media service: cable boxes.
According to Monday's Wall Street Journal, the company is exploring deals with Comcast and Suddenlink Communications to launch a Netflix app for set-top boxes.
Citing "people familiar with the matter," the report says a potential stumbling block is Netflix wanting to include special technology that improves how video is streamed.
If the deal gets done, it would be Netflix's first with a cable operator in the U.S. The service is already available through web-connected television sets, media players including Roku and Apple TV as well as video game consoles such as the Xbox 360, PlayStation 3 and Nintendo Wii U.
The company has recently branched out into the content realm, producing its own original programming, including House of Cards and Orange is the New Black.
(USA Today)
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