Netflix Reportedly In Negotiations With U.S. Cable TV Providers | TechCrunch (click for full article) by Catherine Shu - Oct. 13, 2013 -- Netflix is in the early stages of negotiating with U.S. cable providers to make its online streaming video service available as an app through their set-top boxes, says a Wall Street Journal report. If a deal goes through, it will mark a major victory for Netflix, signifying that it has changed viewer habits so much that cable TV operators can no longer afford to ignore it. We've emailed Netflix for comment. The report comes a month after a similar deal was announced with U.K. cable operator Virgin Media. That agreement allows Virgin Media's 3.8 million customers to search for Netflix shows on the same on-screen guide used to look for cable TV programs.