Xbox 360’s Netflix ‘Exclusive Partnership’ is Nothing New

Microsoft has used the term "exclusive partnership" for more than one year in regards to Xbox 360's Netflix streaming.

Tom LeBlanc · August 11, 2009

Microsoft has used the term “exclusive partnership” for more than one year in regards to Xbox 360’s Netflix streaming.

Cyber pandemonium ensued after Microsoft issued an update to its Xbox Live dashboard, which included some enhancements to its Netflix streaming service.

Microsoft’s use of “exclusive partnership” in describing its “watch instantly” Netflix capability caused the uproar. One could infer that the Nintendo Wii and Sony PS3 won’t be offering Netflix’s increasingly popular “watch instantly” feature anytime soon.

Kyle Orland of Crispy Gamer points out that Microsoft, however, has been using the term “exclusive partnership” for more than one year. Orland points out this section from a July 14, 2008 press release announcing Netflix streaming on Xbox Live:

“At the E3 Media and Business Summit, Microsoft Corp. (Nasdaq “MSFT”) and Netflix, Inc. (Nasdaq: NFLX), the world’s largest online movie rental service, today unveiled an exclusive partnership to offer consumers the ability to instantly stream movies and TV episodes from Netflix to the television via the Xbox 360 video game and entertainment system. Xbox 360 will be the only game system that lets users instantly watch movies and TV episodes streamed from Netflix.”

Here’s what Microsoft writes in its Xbox Live dashboard update:

This exclusive partnership offers you the ability to instantly stream movies and TV episodes from Netflix to the television via Xbox 360. Xbox 360 will be the only game console to offer this movie-watching experience, available to Xbox LIVE Gold members who are also Netflix unlimited plan subscribers**, at no additional cost.

From the Netflix Web site, simply add movies and TV episodes to your instant Queue, which will appear automatically on the TV screen via Xbox 360. Once selected, movies will begin playing in as little as 30 seconds. In addition to instantly streaming Netflix movies to the TV, Xbox LIVE Gold members can browse and rate movies, fast-forward, pause and rewind, all using either their Xbox 360 Controller or Universal remote.

It’s kind of a stretch to call this news at this point.

  About the Author

Tom has been covering consumer electronics for six years. Before that, he wrote for the sports department of the Boston Herald. Migrating to magazines, he was a staff editor for a golf publication and an outdoor sports publication. Now, as senior writer/technology editor of CE Pro magazine since 2003, he dabbles in all departments and offers expertise in marketing. Have a suggestion or a topic you want to read more about? Email Tom at [email protected]

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