Netflix Captures 68.8% of LCD TV Market with Sony Bravia

Netflix, which is currently the largest online movie rental service, announced a partnership with Sony Electronics that will enable Netflix subscribers to instantly watch movies streamed from Netflix on Sony's BRAVIA Internet Video-capable HDTVs. Netflix streaming will also work on previous BRAVIA models if they are compatible with Sony's BRAVIA Internet video link module.

Sony is the latest consumer electronics (CE) company to partner with Netflix. Other CE companies partnering with Netflix are Microsoft (with the Xbox360), LG Electronics, Roku, Samsung, TiVo and VIZIO. With the "capture" of the Sony market, Netflix now has its streaming technology on the top four television manufacturers in North America. Per the latest Q1 2009 results from iSuppli, this gives them 68.8% of the market. Add in the Xbox 360 and you've got some serious market penetration. This of course begs the question: Will Sony's PS3 be next on the list?

The arrangement is due to begin in the Fall when Netflix members on any of the company's unlimited plans can use the Sony BRAVIA Internet Video-capable HDTVs to instantly watch more than 12,000 movies and TV episodes streamed from Netflix. Plans start at just $8.99/month, giving consumers access to more than 12,000 streaming movies and televisions shows (I happen to be working my way through Season 3 of  Dr. Who). The unlimited plans also give endless DVD rentals by mail from a library of more than 100,000 titles. The unlimited plans differ only in how many DVDs can be "checked out" at one time.

While Blockbuster released a DVD by mail system several years ago, Netflix was first to market and is now advancing itself into the digital domain by partnering with some of the largest television manufacturers to bring streaming content into the home. At this point it seems as if the industry has spoken and Netflix is the clear winner for digital content streaming. It will be interesting to see how long it takes the networks to pick up on this and whether or not they will allow additional licensing into the Netflix network or continue to forget their own relationships.

For more information, visit http://www.netflix.com.